Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Loyalitas Pelanggan (Studi Kasus Di Kampar Bakery Bangkinang)

Abstract

This study aims to determine and explain about the effect of service quality and brand image on customer loyalty mediated by customer satisfaction on Kampar Bakery Bangkinang bread products. The data analysis using path analysis (Path Analysis). This study uses quantitative data. Random data collection techniques. Data sources in this study were from Kampar Bakery Bangkinang from 2013 until 2018. The data analysis techniques were descriptive analysis, normality test, multicollinearity test, autocorrelation test, heteroscedasticity test. The results of this study are as follows 1) Service quality has a positive and significant influence on customer satisfaction Kampar Bread Products Bakery. 2) Brand image has a positive and significant influence on customer satisfaction Kampar Bread Products Bakery. 3) Service quality has a positive and significant influence on customer loyalty Kampar Bread Products Bakery. 4) Brand image has a positive and significant influence on customer loyalty Kampar Bread Products Bakery. 5) Customer satisfaction has a positive and significant influence on customer loyalty Kampar Bread Products Bakery. 6) Service quality has a positive and significant influence on customer loyalty through customer satisfaction Kampar Bread Products Bakery. 7) Brand image has a positive and significant influence on customer loyalty through customer satisfaction Kampar Bread Products Bakery.

Analisis faktor-faktor yang memengaruhi loyalitas pelanggan terhadap coffee shop di Kota Batam

“…Pada Tabel 6 terlampir hasil pengujian hipotesis 1 tertolak yang berarti tidak berpengaruh signifikan antara kualitas pelayanan dengan kepuasan konsumen. Hasil penelitian ini berbeda dengan hasil penelitian ini berbeda dengan penelitian sebelumnya yang menyatakan bahwa semakin baik kualitas pelayanan maka akan semakin tinggi tingkat kepuasan konsumen (Akbar & Am, 2022;Shen & Yahya, 2021). Namun demikian hasil dalam penelitian selaras dengan penelitian yang dilaksanakan oleh Hidayatullah et al (2020) serta Nuriana dan Hardiansyah (2020) yang menunjukkan bahwa kualitas layanan tidak berpengaruh terhadap kepuasan konsumen.…”

“…Hasil pengujian hipotesis 3 diterima yang berarti terdapat hubungan positif antara citra merek dengan kepuasan konsumen. Hasil dalam penelitian ini selaras dengan penelitian yang dilaksanakan oleh penelitian sebelumnya (Akbar & Am, 2022;Ing & Sim, 2020). Citra merek berkaitan dengan pemahaman, kepercayaan, persepsi, dan ingatan konsumen terhadap merek tertentu.…”

Customer Satisfaction as a Priority in Excellent Banking Services

“…According to (Akbar, & Am, 2021), customer loyalty to the bank is created from customer satisfaction with the purchase of bank services such as customer loyalty to the bank, thereby reducing the possibility of customers moving to other banks, making customers repurchase the product, purchasing other products in the same bank. and loyal customers will voluntarily carry out free word of mouth promotions.…”