THE INFLUENCE OF QUALITY SERVICE AND BRAND IMAGE ON LOYALTY THROUGH SATISFACTION AS INTERVENING VARIABLE

Indrasari, Meithiana and RADITYA PURNOMO, BAMBANG THE INFLUENCE OF QUALITY SERVICE AND BRAND IMAGE ON LOYALTY THROUGH SATISFACTION AS INTERVENING VARIABLE. In: Proceeding Book "Embodying the Global Maritim Axis". Universitas Tribuana Kalabahi Alor, pp. 123-130. ISBN 978-602-52024-0-7

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Abstract

This research was conducted to analyze the influence of the quality of service, loyalty towards the brand image by taking customer satisfaction as an intervening variable. This research was conducted at the private college students who are in Surabaya with taking samples as many as 100 students by using purposive sampling technique of sampling. Sample criteria i.e. students who have attended college for a minimum of four (4) semester, as students with these criteria are considered to have been able to undertake the evaluation of campus where they study. The results of this research show that service quality and brand image effect significantly to customer satisfaction and loyalty, satisfaction effect significantly to loyalty, and satisfaction is the influence of intervening variables between quality services and loyalty towards the brand image.

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