PEER REVIEW INVESTIGATIONS OF CUSTOMER LOYALTY: STRENGTHENING PRODUCT QUALITY, BRAND IMAGE AND CUSTOMER SATISFACTION

• Kategori : Jurnal Nasional Terakreditasi
• Penulis : 1)Enjang Sudarman, 2)Harries Madiistriyatno, 3)Ikbal Sudarman
• Identitas : MIX : Jurnal Ilmiah Manajemen Vol. 11, No. 1, Februari 2021
• Abstrak :
  

  The purpose of this study is to increase customer loyalty through improving product quality, brand image and customer satisfaction. The population of this study were 27,378 students in Karawang from 12 universities. The sampling technique used was stratified random sampling, with a total of 550 participants. Data analysis was performed using statistical analysis Structural Equation Model (SEM) using Amos Graphic software version 22. The results obtained that the increase in product quality has a direct effect on customer loyalty, brand image and customer satisfaction is a mediator of product quality factors on the loyalty factor. customer. The implication of this research is that brand image is the biggest factor affecting customer satisfaction. Furthermore, the contribution from this research results for OPPO‟s company is to consider about their management policy to improve their product quality through technological innovation in terms of using high-quality materials, features, and components to improve brand image, customer satisfaction so that it has a positive impact on customer loyalty.

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