Influence Service Quality, Brand Image, Location to Customer Satisfaction and Customer Loyalty (Case Study on Motorcycle Repair Shop “Sahabat Motor-Cibinong” Customer)
Lina Noersanti and Try Akbar Prasetyo
Sekolah Tinggi Ilmu Ekonomi Indonesia
Abstract
The purpose of this research was to know whether the quality of service, brand image, location will affect the satisfaction and make customers loyal. Research method used path analysis method with smartPLS application version 3.2.8. The type of data used is primary data. With the spread of quesioner that is immediately done in the Sahabat Moor Cibinong. The results of this research that the quality of service directly affects customer satisfaction but has no direct effect on customer loyalty. Brand images can directly impact customer satisfaction and customer loyalty. Locations can directly impact customer satisfaction but have no direct effect on customer loyalty.
Keywords: service quality, brand image, location, customer satisfaction, customer loyalty
Topic: Marketing