Pengaruh Kualitas Produk, Kualitas Layanan, dan Citra Merek Terhadap Loyalitas Melalui Kepuasan

  • Diana Kasturi Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
  • Suharyati Suharyati Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
  • Heni Nastiti Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
DOI: https://doi.org/10.21632/perwira.2.2.155-175
Keywords: product, service, brand image, satisfacion, loyalty

Abstract

This research aims to know product quality, service quality, brand image, with satisfaction as intervening variabel toward loyalty. The problem of research is the large amount of batik imports in Indonesia. The sample in this study amounted to 50 users and customers Batik Betawi Terogong products in West Cilandak, South Jakarta. Sampling is done by using Purposive Sampling. This research uses PLS (Partial Least Square). The results of this study showed that product quality variables have significant influence on loyalty but have no significant influence on loyalty through satisfaction. Service quality have no significant influence on loyalty and also have no significant influence on loyalty through satisfaction. Brand image have significant influence on loyalty, but have no significant influence on loyalty through satisfaction and satisfaction have significant influence on loyalty. Therefore it is expected Batik Betawi Terogong can improve product quality, service quality, and brand image and maintain the satisfaction to be created loyalty to customers.

Downloads

Download data is not yet available.
Published
2019-12-12
How to Cite
Kasturi, D., Suharyati, S., & Nastiti, H. (2019). Pengaruh Kualitas Produk, Kualitas Layanan, dan Citra Merek Terhadap Loyalitas Melalui Kepuasan. PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia, 2(2), 155-175. https://doi.org/10.21632/perwira.2.2.155-175
Issue
Vol 2 No 2 (2019): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Section
Articles
 
An objective of the PERWIRA is to promote the wide dissemination of the results of systematic scholarly inquiries into the broad field of Entrepreneurship, Business management, and Family Business. Permission is hereby granted to reproduce any of the contents of the journal for use in courses of instruction, as long as the source and PERWIRA copyright are indicated in any such reproductions.

Written application must be made to the Managing Editor for permission to reproduce any of the contents of the journal for use in other than course of instruction e.g., inclusion in books of readings or in any other publications intended for general distribution. In consideration for the grant of permission by the journal in such instances, the applicant must notify the author(s) in writing of the intended use to be made of each reproduction. Normally, the journal will not access a charge for the waiver of copyright.

Except where otherwise noted in articles, the copyright of articles in the journal has been transferred to the PERWIRA. Where the author(s) has (have) not transferred the copyright to the PERWIRA, the applicant must seek a permission to reproduce (for all purpose) directly from the author(s).

Creative Commons License
PERWIRA is licensed under a Creative Commons Attribution 4.0 International License.