CUSTOMER LOYALTY MODEL: CUSTOMER SATISFACTION AS INTERVENING VARIABLE

Authors

  • Echo Perdana Kusumah Faculty of Economics, University of Bangka Belitung

Keywords:

Brand Image, Product Quality, Customer Satisfaction, Customer Loyalty

Abstract

This study aims to test the research model of Brand Image and Product Quality on Customer Loyalty through Customer Satisfaction. The population of this study is the customers who have Xiaomi smartphone product in Pangkalpinang City, Indonesia. The quota sampling method of 120 respondents is taken in this study. The method of analysis used in this study is path analysis. The results of this study indicate that Product Quality and Brand Image directly influence Customer Loyalty and also influence indirectly through Customer Satisfaction.

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Published

30.05.2018

Issue

Vol. 7 No. 2 (2018)

Section

Management, Marketing and Business Administration

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