PENGARUH KUALITAS PRODUK DAN LAYANAN PURNA JUAL TERHADAP LOYALITAS MEREK MELALUI KEPUASAN PELANGGAN (Studi Pada Pelanggan PT. Wanaha Wirawan Indomobil Datsun Malang)

The purpose of this research is to know brand loyalty, customer satisfaction, customer perceptions about product quality and customer perceptions of after-sales service. Test and explain the effect of product quality on brand loyalty, after-sales service on brand loyalty, product quality on customer satisfaction, after-sales service on customer satisfaction, customer satisfaction on brand loyalty, customer satisfaction mediates the effect of product quality on brand loyalty and customer satisfaction mediates influence after-sales service for brand loyalty. The type of research used is explanatory research. The population in this study were Datsun car owners in Malang City, using judgmental sampling using a sampling technique of 120 samples and the data analysis technique used was path analysis. The results of the analysis show that loyalty to the Datsun brand is in the high category, customer satisfaction is high, product quality is in the good category, after-sales service can be found to be in the good category. Based on the results of the analysis it can be seen that there is a significant influence between product quality on customer loyalty, significant influence between after-sales service to customer loyalty, there is a significant influence between product quality on customer satisfaction, significant influence between after-sales service to customer satisfaction. There is a significant influence between customer satisfaction on customer loyalty, customer satisfaction mediates the effect of product quality on brand loyalty and customer satisfaction mediates the effect of after-sales service on brand loyalty