PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada pelanggan Starbucks Lombok Epicentrum Mall)

Abstract

This research is aimed at determining the influence of Brand Image and Quality on Customer Loyalty which is mediated by Customer Satisfaction at Starbucks Lombok Epicentrum Mall. The research population in this study was all visitors to Starbucks Lombok Epicentrum Mall, while the sample for this study was 100 visitors. This type of research is associative research. Data processing in this study used SPSS 2.6 for Windows, where validity tests, reliability tests, classical assumption tests, f tests, significance tests (t tests), coefficient of determination tests (R2) and multiple linear regression tests were carried out. Based on the results of the analysis, all The variable has a partial effect, where brand image and product quality influence customer loyalty and are mediated by customer satisfaction. Based on this, it is recommended that Starbucks Lombok Epicentrum Mall can improve its brand image, product quality and customer satisfaction to increase visitor comfort and satisfaction, thereby resulting in consumer loyalty towards Starbucks Lombok Epicentrum Mall.