Pengaruh Citra Merek dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Minyak Pak Oles Tokcer Dauh Puri Denpasar Barat
Keywords:
brand image, customer satisfaction, customer loyalty.Abstract
This study aims to examine (1) the effect of brand image and customer satisfaction on customer loyalty, (2) the effect of brand image on customer loyalty, (3) the effect of customer satisfaction on customer loyalty to Pak Oles Tokcer Oil at Dauh Puri Denpasar Barat. This research uses a causal quantitative design. The sampling technique used in this study was purposive sampling, so that the sample in this study were customers of Pak Oles Tokcer Oil at Dauh Puri West Denpasar who were satisfied after using Pak Oles Tokcer Oil products. The data were collected using a questionnaire technique to collect data on brand image, customer satisfaction and customer loyalty. Data were analyzed using multiple linear regression analysis. The results of this study indicate that (1) brand image and customer satisfaction have a significant effect on customer loyalty, (2) brand image has a significant effect on customer loyalty, (3) customer awareness has a positive and significant effect on customer loyalty. .
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