Pengaruh Brand Image Terhadap Brand Loyalty Dengan Customer Satisfaction Sebagai Variabel Mediasi

Abstract

This research aims to examine the influence of brand image on brand loyalty with customer satisfaction as a mediating variable. The population of this research is iPhone users in Salatiga City. The sample used in this research was 156 samples using a purposive sampling method. The results of this research show that brand image has no effect on brand loyalty; brand image has a positive effect on customer satisfaction; customer satisfaction has a positive effect on brand loyalty; Customer satisfaction can mediate the relationship between brand image and brand loyalty.

Penelitian ini bertujuan untuk menguji pengaruh brand image terhadap brand loyalty dengan customer satisfaction sebagai variabel mediasi. Populasi penelitian ini adalah pengguna Iphone di Kota Salatiga. Sampel yang digunakan pada penelitian ini sebanyak 156 sampel dengan metode purposive sampling. Hasil penelitian ini menunjukan bahwa brand image tidak berpengaruh terhadap brand loyalty; brand image berpengaruh positif terhadap customer satisfaction; customer satisfaction berpengaruh positif terhadap brand loyalty; customer satisfaction dapat memediasi hubungan antara brand image dan brand loyalty.