Calvianto, Rivaldi
(2019)
Analysis of effect brand image and product quality towards customer satisfaction and loyalty at pizza hut restaurant.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
This study aims to analyze the effect of Brand Image on Customer Satisfaction, the effect of Product Quality on Customer Satisfaction, the effect of Customer Satisfaction on Customer Loyalty, the effect of Brand Image on Customer Loyalty, and Product Quality on Customer Loyalty. This research uses variables Brand Image , Product Quality on Customer Satisfaction, and Customer Loyalty . Brand Image Is a brand is a name, term, sign, symbol, or design or combination of these things. Product quality is quickly defined as the requirements of a product to satisfy the needs of product users or customers by comparing products to competition and to the best products on the market. Customer satisfaction occurs when customers have good experience after feeling the benefits when consuming the product and the customer perceived benefits expectations so that customers feel satisfied . Customer loyalty is a continuation of customer satisfaction, even though it is not absolutely the result of customer satisfaction . In this study, the basis of this research is the quantitative method, using a type of descriptive research with customer objects that have eaten at Pizza Hut. The method of data collection is a questionnaire. In the study using convenience sampling with customers who had visited Pizza Hut as much as two to three times. The number of samples used was 180 samples. The data were tested for validity and reliability using composite reliability and discriminant validity. Then the data were analyzed using the PLSSEM approach with the help of the Smart Pls 3.0 program. These results indicate that there is a positive influence between Brand Image and Customer Satisfaction, a positive influence between Product Quality on Customer Satisfaction, a positive influence between Customer Satisfaction and Customer Loyalty, the Image Brand influence towards Customer Loyalty, and the positive influence between Product Quality on Customer Loyalty.
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