Pengaruh Brand Image dan Kualitas Produk Terhadap Kepuasan Serta Dampaknya Pada Loyalitas

Rahmad Tirta Darmawan; Endang Tjahjaningsih

doi:10.31539/costing.v7i5.11817

Rahmad Tirta Darmawan Universitas Stikubank Semarang
Endang Tjahjaningsih Universitas Stikubank Semarang

DOI: https://doi.org/10.31539/costing.v7i5.11817

Keywords: Brand Image, Product Quality, Satisfaction, Loyalty

Abstract

This study aims to examine the Influence of Brand Image and Product Quality on Satisfaction and Its Impact on Loyalty. The sample in this study were consumers who had purchased and consumed Aqua mineral water. The sampling technique in this study used purposive sampling technique. The data collection technique was carried out using an offline questionnaire obtained by 100 respondents. There are 3 hypotheses tested in this study. Data analysis used in this study is respondent description analysis, variable description, validity test, reliability test, and multiple linear regression analysis. The results of the study indicate that brand image has a positive effect on customer satisfaction, product quality has a positive effect on customer satisfaction, consumer satisfaction has a positive effect on customer loyalty.

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