This research is about the effect of perceived quality, customer satisfaction and brand loyalty of the users of MPV Toyota Kijang Innova in Surabaya toward their loyallty. The rasional of conducting this research is that Toyota Kijang Innova’s brand index has dropped over the last four years. The study is a causal research because it was aimed at measuring the effect of independent variabel toward dependent variabels. The design of this study was that this study used the users of Toyota Kijang Innova as the respondents since this study needed primary data gathered by disseminating questionnaire to the respondents. This research used judgement sampling with 120 respondents. Data were collected using a questionnaire. The analysis method used Structural Equation Model using AMOS program version 18,0. The results showed that only two hypotheses accepted as significantly affecting, namely are that first, the perceived quality significantly affects the satisfaction of Toyota Kijang Innova users, Second, the perceived quality significantly affects the brand loyalty of the Toyota Kijang Innova users,anyhow the satisfaction of the Toyota Kijang Innova users do not significantly affect the loyalty of Toyota Kijang Innova users. Countering the results of this study, Toyota Kijang Innova should be unsure of some aspects referring to the benefits of its competitor’s car.
Keyword : Perceived Quality, Customer Satisfaction, Brand Loyalty, Customer
Loyalt
