PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN

STUDI KASUS DI RESTORAN SUSHIGROOVE

Abstract

This study aims to determine the effect of brand image and product quality on customer loyalty through customer satisfaction. This research uses customer case study approach in restaurants Sushigroove. The problems behind this research are the brand image of Sushigroove is still low, product quality and customer loyalty are not yet optimized so that its market share as a Japanese restaurant in Indonesia is also low. This study involves 200 respondents of Sushigoove customers. The sampling technique method is purposive sampling, and data processed using AMOS software with Structural Equation Modelling (SEM) analysis techniques. The results of this study revealed  that: 1. brand image has significant effect on customer satisfaction, 2. product quality has significant effect on customer satisfaction, 3. customer satisfaction has significant effect on customer loyalty, 4. product quality has not significant effect on customer loyalty, 5. brand image has significant effect on customer loyalty, 6.  Product quality has an indirect effect and significant on customer loyalty through customer satisfaction, 7. brand image has an indirect effect and significant on custumer loyalty through customer satisfaction.