PENGARUHCITRA PERUSAHAAN DAN PERSEPSI HARGA TERHADAP KEPUASAN DANIMPLIKASINYA PADA LOYALITAS PELANGGAN

Abstract

This study aimed to analyze the influence of corporate image and perception of its implications on the price to satisfaction of customer loyalty study on bus agency Kramat djati at home eating Sari Rasa Kendal. Engineering samples using purposive sampling technique aims sample selection might be done because researchers have understood that the required information can be obtained from a specific target group that is able to provide the desired information because they have such information and characteristics in this study is that someone who does purchase and use at least 3 times as much as regular bus service Kramat Jati Sari Rasa in Kendal. Data were collected using the data collection instruments in the form of a list of questions or the questionnaire that was prepared and distributed to the respondents who have made a purchase and use at least 3 times the bus Kramat Jati Sari Rasa in Kendal. Tests using test data validation and the questionnaire were analyzed by using factor analysis to test the validity of the question items, and formulas croanbach's alpha to test the reliability of the instrument. The analysis of data by multiple linear regression analysis. Hypothesis testing results showed a positive and significant relationship anatara corporate image and perception of the price to satisfaction. It was also found there is a direct relationship positive and significant correlation between satisfaction with customer loyalty.

Keywords: company image, price perception, satisfaction and loyalty