Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta

Subaebasni Subaebasni, Henny Risnawaty and A.R. Arie Wicaksono
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Subaebasni Subaebasni: PT. Albadriyah Widsata,
Henny Risnawaty: PT. Straitliner Express,
A.R. Arie Wicaksono: Politeknik APP Jakarta Kemenperin, Indonesia.

International Review of Management and Marketing, 2019, vol. 9, issue 1, 90-97

Abstract: The purpose of this study was to determine the effect of brand image, service quality and price both partially and simultaneously to the customer satisfaction and the impact of customer satisfaction on customer loyalty. Using quantitative research methods, with a sample of 171 respondents. Data were analyzed using Structural Equation Modeling (SEM). The results of the analysis showed that the partial towards customer satisfaction, the brand image variable has a positive and significant impact with a coefficient of 0.773. Variable quality of service has a positive and significant impact with a coefficient of 0.720, the price variable price has a positive and significant impact with a coefficient of 0.683. In partial variable customer satisfaction with loyalty has a positive and significant impact with a coefficient of 0.602. The results of the analysis showed that simultaneous independent variables to customer satisfaction positively and significantly with a coefficient of 0.720. The results of the analysis showed that the partial loyalty, brand image variable has a positive and significant impact with a coefficient of 0.672. Variable quality of service has a positive and significant impact with a coefficient of 0.739, the price variable price has a positive and significant impact with a coefficient of 0.739. The results of the analysis showed that simultaneous independent variables loyalty, positive and significant impact with a coefficient of 0.734.

Keywords: Influence of Brand Image; Quality Service; Price; Customer Satisfaction and Customer Loyalty (search for similar items in EconPapers)
JEL-codes: M21 M31 Z33 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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