PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Pelanggan OPPO Smartphone di Kota Malang)

This study aims to determine the effect of product quality and brand image on customer loyalty through customer satisfaction as a mediating variable. The population in this study were 100 OPPO Smartphone customers in Malang City. Testing the hypothesis of this study path analysis is operated using the Statistical Package for the Social Science (SPSS) program.The results of the study show that product quality, brand image, customer satisfaction, and loyality customer OPPO Smartphone in Malang city having a rate score good category from customer.Product quality has a significant effect on customer satisfaction. Brand image has a significant effect on customer satisfaction. Product quality has a significant effect on customer loyalty. Brand image has a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Customer satisfaction mediates the effect of product quality on customer loyalty. Customer satisfaction mediates the effect of brand image on customer loyalty on OPPO smartphone customers in Malang City