PENGARUH HARGA, KUALITAS, NILAI YANG DIRASAKAN, DAN PELAYANAN TERHADAP LOYALITAS MEREK MELALUI MEDIASI KEPUASAN PELANGGAN TERHADAP KONSUMEN AQUA

The purpose of this study is to determine the significance of the influence of price on brand loyalty through the mediation of customer satisfaction, to determine the significance of the influence of quality on brand loyalty through the mediation of customer satisfaction, to determine the significance of the effect of perceived value on brand loyalty through the mediation of customer satisfaction,to determine the significance of the effect of service on brand loyalty through the mediation of customer satisfaction, to determine the significance of the effect of customer satisfaction on brand loyalty. Sampling technique in this study is non random sampling with the method judgmental sampling. Data were collected from 137 respondents. Respondents who have used the product Aqua for 1 more year, ages ranging from 16-55 years old respondents.The method analysis used in this research was Maximum Likelihood test using the program of AMOS version 18.0. Price has no significant effect on brand loyalty through the mediation of customer satisfaction. Quality has a significant positive effect on brand loyalty through the mediation of customer satisfaction. the perceived value have no significant effect on brand loyalty through the mediation of customer satisfaction. Services have no significant effect on brand loyalty through the mediation of customer satisfaction. Customer satisfaction has a significant positive effect on brand loyalty. Keywords: Price, Quality, Perceived Value, Service, Customer Satisfaction, Brand Loyalty