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 1. Home /
 2. Archives /
 3. Vol 3 No 1 (2021) /
 4. Articles


THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON CUSTOMER LOYALTY THROUGH
CONSUMER SATISFACTION OF NELONGSO CHICKEN RESTAURANT JEMBER BRANCH

 * Carollyn Sherly Stepen STIE Mandala
 * Hamzah Fansuri Yusuf STIE Mandala
 * Bagus Qomaruzzaman Ratu Edi STIE Mandala

DOI: https://doi.org/10.31967/abm.v3i1.505
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ABSTRACT

This study aims to determine the partial and simultaneous effect of the variable
product quality and brand image on consumer loyalty through customer
satisfaction at Nelongso Chicken Restaurant, Jember Branch. The data used in
this study are primary data in the form of data from questionnaires and
secondary data in the form of profiles from Nelongso Chicken Restaurant, Jember
Branch. The data processing method in this study uses the Research Indicator
Test Analysis method, namely Validity Test and Reliability Test, Classical
Assumption Test, namely Normality Test, Multicollinearity Test and
Heteroscedasticity Test, Path Analysis (Path Anlysis) and Hypothesis Testing,
namely t-test, with the help of SPSS analysis tools 25. The results showed that
the product quality variable had a significant and positive direct effect on
Consumer Satisfaction at Nelongso Chicken Restaurant, Jember Branch, the Brand
Image variable directly had a significant and positive effect on Consumer
Satisfaction at Nelongso Chicken Restaurant, Jember Branch, the Product Quality
variable directly had a significant and positive effect on Consumer Loyalty of
Nelongso Chicken Restaurant, Jember Branch, Brand Image variable directly has a
significant and positive effect on Consumer Loyalty of Nelongso Chicken
Restaurant Jember Branch, Consumer Satisfaction variable directly has a
significant and positive effect on Consumer Loyalty of Nelongso Chicken
Restaurant Jember Branch, Product Quality variable through customer satisfaction
Indirectly Affects significantly and positively to consumer loyalty Nelongso
Chicken Restaurant Jember Branch and Brand Image variables through consumer
satisfaction indirectly affect spirit significantly and positively to the
Customer Loyalty of the Nelongso Chicken Restaurant Jember Branch.

 Keywords: Product Quality, Brand Image, Consumer Loyalty, Consumer
Satisfaction.

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Published
2021-08-20
Issue
Vol 3 No 1 (2021)
Section
Articles

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