PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi kasus pada pelanggan Celcius cabang kota Malang)

ABSTRACTThis study aims to determine the effect of service quality and brand image on loyalty with customer satisfaction as an intervening variable in customers centigrade Malang City. The population uses Celsius consumers who have bought Celsius products, which are known to be 502 people. Determination of the research sample using accidental sampling technique that has been calculated using the Slovin formula totaling 84 respondents. The analysis uses path analysis. The results of this study indicate that service quality has a direct effect on customer satisfaction, brand image has a direct effect on customer satisfaction, service quality has a direct effect on loyalty, brand image has a direct effect on loyalty, customer satisfaction has a direct effect on loyalty, service quality has a direct effect on loyalty. Indirectly towards loyalty with customer satisfaction as an intervening variable and brand image indirectly influences loyalty with customer satisfaction as an intervening variable on Celcius customers in Malang. It can be concluded that service quality and brand image have a direct effect on loyalty. Meanwhile, service quality and brand image have an indirect effect on loyalty with customer satisfaction as an intervening variable. Keywords: Service Quality, Brand Image, Customer Satisfaction, Loyalt