PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PENGGUNA HANDPHONE SAMSUNG DI KOTA SEMARANG)

Abstract

The purpose of this study was to analyze the effect of product quality, brand image, perception of price to customer satisfaction and to analyze the impact of product quality, brand image, perception of price, customer satisfaction to customer loyalty. This research uses seven hypotheses. The population to be selected in this research study is the customer Samsung Mobile products at Semarang. The sample in this study as many as 100 people. The sampling technique used purposive sampling. The criteria for the sample in this study is the customer who purchased the product and always Mobile Samsung. The analysis tool used is multiple linear regression. The results of the analysis can be concluded that: product quality, brand image and perceived price positively affects customer satisfaction. Product quality, brand image, perception of price, customer satisfaction has positive effect on customer loyalty. Satisfaction does not mediate the effect of product quality, brand image and perception of the price to customer loyalty

Keywords: product quality, brand image, perceived price, customer satisfaction and customer loyalty