PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PADA PT. GREENTECH KAWASAKI CAKRAWALA MOTORINDO DI KOTA PEKANBARU

Abstract

This study aims to analyze the effect of product quality and brand image
on customer satisfaction. To analyze the effect of product quality and brand image
on Consumer loyalty. To analyze the effect of product quality on loyalty through
consumer satisfaction. To analyze the influence of brand image on customer
loyalty through satisfaction and to analyze the influence of customer satisfaction
on consumer loyalty PT. Greentech Kawasaki Cakrawala Motorindo in
Pekanbaru City. Research population is consumer of PT. Greentech Kawasaki
Cakrawala Motorindo in Pekanbaru City in 2017 as many as 575 consumers. The
sample size that will be used is 103 people. Data analysis using path analysis
method (path analisys). The results of this study indicate that Product Quality and
Brand image influence on consumer satisfaction. Product Quality and Brand
image affect loyalty. This indicates that the better the brand image is positive
certainly increases loyalty. Product Quality significantly influence loyalty through
Satisfaction. Brand image influence satisfaction through loyalty. Satisfaction
affects loyalty.