Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas melalui Kepuasan Konsumen sebagai Variabel Intervening Studi Kasus pada Konsumen Cokelat Silverqueen di Surabaya

Abstract

This study intends to find out whether there is an influence of brand image and product quality on consumer loyalty through customer satisfaction as an intervening variable on silverqueen chocolate consumers in Surabaya. The type of research is quantitative and the data collection technique uses a questionnaire method. The population in this study who became the target population was the people of Surabaya who had consumed silverqueen chocolate products. The number of samples used in this study were 100 respondents. The sampling technique in this study is the purposive sampling technique with the criteria of silverqueen chocolate consumers who are domiciled in Surabaya with a minimum age of 17 years and have purchased the product at least 1 time. The data analysis technique used the Statistical Program for Social Science (SPSS) version 25 software. The results of the study indicate that brand image had no significant effect on consumer satisfaction. Product quality has a significant effect on consumer satisfaction. Brand image has no significant effect on consumer loyalty. Product quality has no significant effect on consumer loyalty. Consumer satisfaction has a significant effect on consumer loyalty. Brand image has a significant effect on consumer loyalty through customer satisfaction. Product quality has a significant effect on consumer loyalty through customer satisfaction.

Keywords: brand image; product quality; consumer loyalty; customer satisfication