DOI: https://doi.org/10.9744/pemasaran.13.1.27-34

BRAND IMAGE, CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY JARINGAN SUPERMARKET SUPERINDO DI SURABAYA

Hatane Semuel, Julian Wibisono

Abstract


Penelitian ini untuk mengetahui pengaruh Brand Image pada Kepuasan Pelanggan dan Loyalitas Pelanggan pada Supermarket  Superindo di Surabaya. Unit analisis adalah pelanggan Supermarket  Superindo. Penelitian menggunakan 100 responden pelanggan dengan umur lebih besar atau sama dengan 18 tahun, dan pernah berbelanja dalam tiga bulan terakhir pada salah satu supermarket Superindo di Surabaya. Sampel dipilih dengan metode non probability sampling melalui online dengan menggunakan google form.  Analisis data menggunakan Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa Citra Merek berpengaruh positif secara langsung kepada Loyalitas Pelanggan, juga Citra Merek berpengaruh terhadap Kepuasan Pelanggan. Selanjutnya Kepuasan Pelanggan berpengaruh positif terhadap Loyalitas Pelanggan, serta penelitian ini membuktikan juga bahwa Kepuasan Pelanggan dapat merupakan mediasi antara pengaruh Citra Merek terhadap Loyalitas Pelanggan

Keywords


Brand image; customer satisfaction; customer loyalty

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DOI: https://doi.org/10.9744/pemasaran.13.1.27-34



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