MODEL ANTESEDEN LOYALITAS PELANGGAN BERBASIS KUALITAS LAYANAN
R.A. Marlien
Dicky Iksar Wahyujati
Alimuddin Rizal Riva'i
Bambang Sutedja
Abstract
This research was conducted in Bread Brownies Maylisa caused due to a phenomenon that occurs in terms of
revenue earned Roti Brownies Maylisa from 2013 until 2015 which is not in accordance with the target set by management
Bread Brownies Maylisa. The aim of research to analyze the influence of service quality, trust and brand image on
customer loyalty and customer satisfaction as a mediating variable.Sample of 100 respondents / customers Roti Brownies
Maylisa. The sampling technique used was purposive sampling technique of data collection was done by distributing
questionnaires to customers Roti Brownies Maylisa with consideration or the following criteria: (1) customer aged 17
years and above, and (2) at least never bought Roti Brownies Maylisa by 5 time. Methods of data analysis using linear
regression.The test results showed that there are significant partial positive and significant correlation between quality
of service, trust and brand image on customer satisfaction. Other results showed partially not there are positive influence
between quality of service and brand image of the customer loyalty. Partially there are significant positive and significant
correlation between confidence and satisfaction on customer loyalty. The test results demonstrate the mediating effect of
satisfaction were able to mediate the effect of service quality, trust, and brand image on customer loyalty.
Keywords: quality of service, trust, brand image, customer satisfaction and customer loyalty
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