THE EFFECT OF BRAND IMAGE AND CONSUMER SATISFACTION ON CUSTOMERS LOYALTY AT KOPI KENANGAN AT PONDOK UNGU

Glory Elistia, Eddy Setyanto, Suryo Hadi Kusumo, Titik Desi Harsoyo

Abstract


Purpose:The purpose of this study was to determine the effect of brand image and consumer satisfaction on customer loyalty Kopi Kenangan in Pondok Ungu. Methods: The population in this were Kopi Kenangan Customers in Pondok Ungu. The sampling technique in this study used purposive sampling method. Samples were taken as many as 100 customers. Analysis data: The analysis used in this research is multiple regression analysis. Result and discussions: The results of this study indicate: (1) there is a positive and significant effect of brand image on customer loyalty Kopi Kenangan in Pondok Ungu, (2) there is a positive influence on customer satisfaction on customer loyalty Kopi Kenangan in Pondok Ungu, ( 3) there is a positive influence between brand image and customer satisfaction simultaneously with Kopi Kenangan in Pondok Ungu. In the analysis of the coefficient of determination Conclusion: There is a positive and significant influence between brand image and customer satisfaction on customer loyalty.

Keywords


Brand Image; Consumer Satisfaction; Customer Loyalty

Full Text:

PDF

References


Alma, B. (2020). Marketing Management

& Services Marketing. Alphabeta,

Bandung.

Billy Oto Ardian &, C. (2017). Analysis of

the influence of brand associations on

customer loyalty JW Marriott

Surabaya with customer satisfaction

as an intermediary variable. Journal

of Hospitality and Service

Management, 459-472.

Dwi Prasetyo, S. (2017). The Effect of

Service Quality on Customer Loyalty

for Go-Jek Online Ojek Services.

Journal of Psychology. 1-11.

Dyah Ayu Anisha Pradipta. (2010). The

Effect of Brand Image on Consumer

Loyalty of PT Pertamina (Persero)

Enduro 4T Lubricating Oil Products

in Makassar. 1-105.

Dyah Ayu Dwi Kusumawati. (2015).

Analysis of the Effect of Consumer

Satisfaction on Customer Loyalty

with Product Quality as a Mediation

Variable. Journal of Economics and

Entrepreneurship, 196-282.

Fahrudin. (2018). Analysis of the Effect of

Brand Image, Price and Service Quality on Consumer Satisfaction and Their Impact on Reuse Interest (Case Study of Go-Jek Consumers in South Jakarta).

Ghozali, I. (2018). Multivate Analysis Application with IBM SPSS 21 program. Publishing Agency

Diponegoro, Semarang.

Indrasari, M. (2019). Marketing & Customer Satisfaction. East Java.

Kevin, WM (2019). The Effect of Advertising Functions and Brand Image on Gojek Customer Loyalty. Journal of Prology.

M Afif, FR (2019). The Influence of Brand Image, Trust, and Commitment to Customer Loyalty in the Gojek Online Transportation Application in Malang City. Vol 4.

Massie, IS (2015). The Effect of Service Quality Mediated by Customer Satisfaction and Customer Trust on Customer Loyalty at PT Air Manado.

Peter Napitupulu. (2018). The Effect of Brand Image, Price, and Lifestyle on Customer Loyalty at Starbucks Focal Point Medan. 1-132.

Rizky, AR (2021). The Effect of Product and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable (Study on Coffee Shop Consumers in Medan City).

Shohib, M. (2020). The Influence of Product Quality and Service Quality on Customer Satisfaction and Consumer Loyalty.

Soni Suntani Sentiana. (2018). The Influence of Price and Promotion on Customer Satisfaction and Its Impact on Customer Loyalty. Journal of Secretariat and Management. 1-8.

Subaida, MY (2021). The Influence of Service Quality, Brand Image and Trust on Customer Loyalty of PT. Pos Indonesia (Persero) Kapongan District, Situbondo Regency. Journal of Economics and Business Growth, 48-64.

Sugiyono. (nd). Quantitative, Qualitative,and R&D Research Methods. Alphabeta, Bandung.

Tjiptono, F. (2015). Marketing Strategy (4th ed). Andi Offiset Yogyakarta.

Tjiptono, F. (2016). Marketing Strategy (4th ed). Andi Offiset Yogyakarta.

Wijanty, M. (2016). The Effect of Brand Image on Apple Iphone Purchase Decisions on Business

Administration Students at the State Polytechnic of Jakarta. Volume 13.8. 624

www.databoks.co.id. Coffee Consumption in Indonesia 2014-2019 Period.

www.topbrand-award.com. (2022). Indonesia's Top Brand Index in 2022


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.