Analisis Pengaruh Brand Image, Harga Dan Promosi Terhadap Loyalitas Pelanggan Produk Mayora Melalui Kepuasan Pelanggan Sebagai Variabel Intervening

Abstract

This study aims to “Analyze the Effect of Brand Image, Price and Promotion on Customer Loyalty of Mayora’s Products Through Customer Satisfaction as an Intervening Variable at Student of STIE Mandala Jember”. This research is a quantitative study using a questionnaire as a research instrument with non- probability sampling using quota sampling. The population in this study were students of Stie Mandala Jember who consumed Mayora’s beverage products with a sample of 88 people. The data analysis method used was validity test, reliability test, normality test, multicolonierity test, heteroscedasticity test, path analysis test, t test and sobel test using the SPSS version 25 program. The results of this study indicate that brand image does not  have  a  significant  effect  on  customer loyalty  and  customer satisfaction simultaneously. price there is a significant effect on customer loyalty and customer satisfaction simultaneously. promotion has a significant effect on customer satisfaction and promotion has no significant effect on customer loyalty. customer satisfaction there is a significant influence on customer loyalty. There is no indirect effect on brand image on customer loyalty through customer satisfaction as an intervening  variable.  Price and  promotions  have  an  indirect  effect  on  customer loyalty through customer satisfaction as an intervening variable