PENGARUH CITRA MEREK DAN KESADARAN MEREK TERHADAP LOYALITAS PELANGGAN MELALUI MEDIASI KEPUASAN KONSUMEN PADA AMSTIRDAM COFFEE

This study aims to determine the effect of brand image and brand awareness on customer loyalty through mediation of consumer satisfaction at Amstirdam Coffee. This research is an explanatory research with a quantitative approach. The sampling technique in this study used a non-probability sampling technique with a purposive sampling method. The number of samples used were 100 respondents. Data collection techniques using a questionnaire (questionnaire) using a Likert Scale. This study uses data analysis techniques using Partial Least Square (PLS) with the help of the SmartPLS 3 computer program application tool. From the results of this study indicate that brand image and brand awareness have a significant effect on customer satisfaction. Brand image and brand awareness have a significant effect on customer loyalty. Brand image and brand awareness have a significant effect on customer loyalty which is mediated by customer satisfaction