CUSTOMER LOYALTY MODEL: CUSTOMER SATISFACTION AS INTERVENING VARIABLE

This study aims to test the research model of Brand Image and Product Quality on Customer Loyalty through Customer Satisfaction. The population of this study is the customers who have Xiaomi smartphone product in Pangkalpinang City, Indonesia. The quota sampling method of 120 respondents is taken in this study. The method of analysis used in this study is path analysis. The results of this study indicate that Product Quality and Brand Image directly influence Customer Loyalty and also influence indirectly through Customer Satisfaction