Brand Image Analysis, Promotion, Satisfaction and Customer Loyalty
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 12
Abstract
Customer loyalty is a measure of the sustainability of a business. If there are many loyal customers, the company will profit but if there are many customers who are less loyal, the company will lose money. Therefore, it is necessary to know the factors of customer loyalty. Research on brand image analysis, promotion, satisfaction and customary loyalty aims to find out the influence of brand image and promotion partially on satisfaction and customer loyalty; the influence of satisfaction on customer loyalty. The study used 200 students in Jakarta as respondents who were selected on a multi-stage basis. Stage 1, 5 universities were selected as random sample units. In the second stage, 40 students were selected as respondents randomly at the colleges. The results showed that there was an influence of brand image and promotion partially on satisfaction and customer loyalty; the influence of satisfaction on customer loyalty.
Authors and Affiliations
Iha Haryani Hatta, Widarto Rachbini, Derriawan .
Keywords
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- EP ID EP429129
- DOI 10.9790/487X-2012055055.
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