Pengaruh Service Quality dan Brand Image terhadap Loyalitas melalui Kepuasan Konsumen pada Inul Vizta Karaoke di Jakarta (Studi Kasus pada Kepuasan Konsumen Inul Vizta Karaoke di Jakarta)

Abstract

This study takes the research object karoke effort Inul Vizta which in 2014 experienced a decline in the number of visitors. The purpose of this study to determine the effect of Service Quality and Brand Image on Customer Loyalty through Customer Satisfaction. Good influence directly and indirectly with independent variables Service Quality and Brand Image, while Consumer Loyalty and customer satisfaction as the dependent variable. The population in this study is a community located in West Jakarta who had used Inul Vizta karaoke entertainment services and have been using the minimal entertainment services Inul Vizta two times or more. Sampling using purposive sampling method by using quota sampling of 100 respondents by distributing questionnaires. Data analysis method used is Path Analysis (Path Analysis). The results showed that the Service Quality has no significant effect on consumer loyalty, brand image has a significant influence on consumer loyalty and customer satisfaction has a significant impact on the Customer Loyalty. So that the Service Quality, Brand Image and Consumer Satisfaction shows that jointly affect Consumer Loyalty