PENGARUH KUALITAS LAYANAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS KONSUMEN MELALUI MEDIASI KEPUASAN KONSUMEN PADA AHASS SHINTA MOTOR

Abstract

This study aims to determine the effect of service quality and corporate image on consumer loyalty through mediation of consumer satisfaction. Respondents in this study amounted to 100 people with the determination of the sample by purposive sampling method. The data collection method in this study used a questionnaire which was measured using a Likert scale of 1-5 and used online data collection methods. The analytical tool used in this research is PLS-SEM with SmartPLS software. The results show that service quality has a positive effect on consumer satisfaction but service quality does not have a positive effect on consumer loyalty. Corporate image has a positive effect on consumer satisfaction but corporate image has no effect on consumer loyalty. Satisfaction has a positive effect on consumer loyalty and customer satisfaction is proven to be able to act as a full mediation between service quality on consumer loyalty and corporate image on consumer loyalty.