PENGARUH CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP KINERJA KEUANGAN MELAUI LOYALITAS PELANGGAN SEBAGAI VARIABEL INTERVENING
The increasingly high business competition in Indonesia requires business players to innovate so that their companies can survive. The company innovates the brand image of its products or services to be known by the market, besides customer satisfaction is also one of the important factors in running the business. The formation of customer satisfaction will automatically establish customer loyalty and financial performance for the company. The purpose of this study is to determine the effect of brand image and customer satisfaction on financial performance through customer loyalty as intervening variable.
The method used in this research is path analysis. Sampling technique using Purposive Sampling. Companies that become the object of research are (1) Companies listed in Indonesia Stock Exchange (BEI), (2) Companies awarded Top Brand Award (Brand Image) and Indonesia Original Brand (Customer Satisfaction and Customer Loyalty), (3) Period time 2014 - 2016.
The results of this study indicate that brand image has no significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty, brand image has no significant effect on financial performance, customer satisfaction has significant effect to financial performance, customer loyalty has significant effect to financial performance.
Copyright (c) 2019 Adhita Rohmatul Ulla
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