Jurnal Ekonomi
Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September

THE EFFECT OF BRAND IMAGE AND CUSTOMER RELATIONSHIP ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION AT AL-ULUM PRIMARY SCHOOL

Dian Setyorini (Universitas Muhammadiyah Sumatera Utara)
Satria Tirtayasa (Universitas Muhammadiyah Sumatera Utara)
Hazamanan Khair (Universitas Muhammadiyah Sumatera Utara)

Article Info

Publish Date
29 Aug 2023

Abstract

This study aims to determine the effect of brand image and customer relationship on customer loyalty mediated by customer satisfaction. The population of this study was all parents of Al-Ulum Primary School students, using the slovin formula as a sampling technique. Data analysis techniques using path analysis. The results of this study indicate that brand image has a significant effect on consumer satisfaction. Customer Relationship has a significant effect on Consumer Satisfaction. Brand Image has a significant effect on Customer Loyalty. Customer Relationship has a significant effect on Customer Loyalty at Al-Ulum Primary School . Consumer Satisfaction has a significant effect on Customer Loyalty at Al-Ulum Primary School . Consumer Satisfaction can mediate the effect of Brand Image on Customer Loyalty. Consumer Satisfaction can mediate the influence of Customer Relationships on Customer Loyalty.

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Ekonomi is a peer-reviewed journal that publishes scientific articles that are the results of original scientific research (top priority) and new scientific review articles (not priority) from various academics and researchers that have not been published elsewhere, including: 1. Accountancy ...