EFFECT OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION ON MAXIM USERS IN JAKARTA

Abstract

This research aims to test and analyze the influence of service quality and brand image on customer loyalty with customer satisfaction as a mediating variable for Maxim users in Jakarta. The population of this research is all Maxim users in Jakarta. The sample used was 211 respondents. This research is quantitative research using data obtained from questionnaires filled out online by respondents. Data was processed using SPSS and AMOS. The research results show that there is an influence between service quality and brand image on customer loyalty with customer satisfaction as a mediating variable for Maxim users in Jakarta.