Pengaruh Citra Merek Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Bank Syariah)

This study aims to determine the effect of brand image on consumer loyalty with customer satisfaction as an intervening variable (study on Islamic banks). This type of research is quantitative research that uses research data collection techniques through a questionnaire with a Likert scale. This study used 100 respondents with a sampling technique with the snowball sampling method. Data analysis method used is linear regression analysis with t test and multiple analysis. The results show that (1) brand image has a significant effect on customer satisfaction (2) customer satisfaction has a significant effect on customer loyalty (3) brand image has no effect on customer loyalty (4) consumer satisfaction is able to mediate significantly between brand image with consumer loyalty so that the relationship what happens is Full Mediation