The Effect of Service Quality and Brand Image On Customer Loyalty with Customer Satisfaction as A Mediation Variable: Case Study of Bank Bri Branch Office Jakarta Kemayoran

Abstract

This study aims to: 1) analyze the effect of service quality and brand image on customer satisfaction, 2) analyze the effect of service quality and brand image on customer loyalty, 3) analyze the effect of customer satisfaction on customer loyalty, 4) analyze the effect of service quality and brand image. on customer loyalty through customer satisfaction. The research was conducted at Bank BRI Kemayoran Branch Office with a research sample of 100 customers. The sampling technique used is a simple random sampling technique. The data analysis method used descriptive analysis and path analysis. The results showed that: 1) there is an effect of service quality and brand image on customer satisfaction, 2) there is an influence of service quality and brand image on customer loyalty, 3) there is an influence of customer satisfaction on customer loyalty, 4) customer satisfaction plays a role in increasing service quality on customer loyalty and customer satisfaction does not provide an increase in the brand image on customer loyalty.