KUALITAS LAYANAN, CITRA DAN KEPUASAN DALAM UPAYA PENINGKATAN LOYALITAS NELAYAN

The purpose of this study was to examine the effect service qualityon the image and satisfaction in order to increas eloyalty to the fish auction place Klidang Lor, Batang. This study was conducted on fishermen. There are 5 hypotheses in this study are: 1) Service quality is a positive effect on the image, 2) Service quality is a positive effect on satisfaction, 3) Imageis positive effect on loyalty, 4) Satisfactionis positive effect on loyalty, 5) Service quality is a positive effect on loyalty. Samplin gtechnique using purposive sampling with the criteria established fishermen who had attended at least 2 times the fish auctionauction activity by 5 fishermen. Analysis of the data using descriptive analysis includesa description of the respondents and the description variables andan alysis of quantitative with single and multiple regression analysis. The results showed that theserv ice quality is a significant positive effect on the image, service quality is a significant positive effect on satisfaction, the imagehas no effect onloyalty, satisfaction is a significant positive effecton loyalty, qualityserviceis a significant positive effecton loyalty. Keywords: Service Quality, Image, Satisfaction, and Loyalt