PENGARUH KUALITAS PELAYANAN, KEPERCAYAAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS MEREK DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI
Abstract
This study aims to analyze the influence of Service Quality, Trustworthiness, and Corporate Image on Brand Loyalty with Customer Satisfaction as a mediation variable on Lion Air Airlines Passenger in Yogyakarta. Subjects in this study were passengers of Lion Air Airlines in Yogyakarta. In this study the sample numbered 135 respondents selected by using purposive sampling method. The analysis tools used are Multiple Linear Regression Analysis, Path Analysis (Path Analyze), Test t, and Test Sobel.
Based on the analysis that has been done, the result that the Quality of Service, Trust, and Corporate Image have a positive and significant impact on Brand Loyalty, then Quality of Service, Trust and Corporate Image have positive and significant impact to Customer Satisfaction, Subsequently Customer Satisfaction has positive and significant effect to Brand Loyalty, and Service Quality, Trust, and Corporate Image have a positive and significant effect on Brand Loyalty with Customer Satisfaction as mediation variable.