PENGARUH CITRA MEREK DAN KUALITAS LAYANAN PADA LOYALITAS DENGAN MEDIATOR KEPUASAN PELANGGAN

This research aims to examine the direct and indirect effects of variables, brand image, service quality, customer satisfaction, and loyalty. The research samples of 312 based on the Slovin formula, namely customers who are eight times or more in a month send goods at PT. Herona Express representative office in Malang. Questionnaire answers were measured using a five-point Likert scale. The results showed that brand image has a positive and significant effect on customer satisfaction, service quality has a positif and significant effect on customer satisfaction, brand image has a positive and significant effect on loyalty, service quality has a positive and significant effect on loyalty, customer satisfaction has a positive and significant effect on loyalty, brand image has a positive and significant effect on loyalty through customer satisfaction, service quality has a positive and significant impact on loyalty through customer satisfaction. Directly, service quality has the greatest impact on customer satisfaction. Indirectly, service quality has the most influence on loyalty through customer satisfaction