PENGARUH MARKETING MIX DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY DI RESTORAN X SURABAYA

Kevin Wijaya, Andrew Robby Darmawan Sutejo

Abstract


Tujuan dilakukannya penelitian ini adalah untuk mengetahui pengaruh Marketing Mix dan Brand Image yang dijalankan oleh restoran X Surabaya terhadap kepuasan konsumen dan loyalitas konsumen. Penelitian ini menggunakan penelitian quantitatif, sampel yang diperoleh dari pengisian kuesioner oleh 100 konsumen yang pernah makan di restoran X. Dengan menggunakan metode analisa Partial Least Square, hasil penelitian menunjukkan bahwa marketing mix mempunyai pengaruh positif significant terhadap kepuasan konsumen, namun brand image berpengaruh positif tidak significant dengan customer satisfaction dan customer satisfaction berpengaruh positif significant terhadap customer loyalty.

Keywords


marketing mix, brand image, customer satisfaction, customer loyalty

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