<![CDATA[Kepuasan dan loyalitas dipengaruhi oleh dua faktor yang sangat penting yaitu kualitas layanan dan citra merek. Untuk mengetahui lebih jauh bagaimana kedua faktor tersebut dalam mempengaruhi kepuasan dan loyalitas maka dilakukan penelitian ini. Penelitian melibatkan 106 responden yang dipilih secara acak dari total 144 peserta karate Undo Senshu Purnama. Penelitian dilakukan secara kuantitatif, selanjutnya data penelitian dikumpulkan dengan melalui angket tertutup. Teknik analisis data menggunakan analisis jalur (path analysis). Penelitian menghasilkan lima kesimpulan yaitu: kualitas layanan berpengaruh signifikan dan positif terhadap kepuasan peserta karate Undo Senshu Purnama; citra merek berpengaruh signifikan dan positif terhadap kepuasan peserta karate Undo Senshu Purnama; kualitas layanan berpengaruh signifikan dan positif terhadap loyalitas peserta karate Undo Senshu Purnama; citra merek berpengaruh signifikan dan positif terhadap loyalitas peserta karate Undo Senshu Purnama dan kepuasan tidak berpengaruh signifikan terhadap loyalitas peserta karate Undo Senshu Purnama.Kata kunci: citra merek, kepuasan, kualitas layanan, loyalitas ABSTRACT Satisfaction and loyalty are influenced by two very important factors, namely service quality and brand image. To find out more about how these two factors influence satisfaction and loyalty, this research was conducted. The study involved 106 respondents who were randomly selected from a total of 144 Undo Senshu Purnama karate participants. The research was carried out quantitatively, then the research data was collected by means of a closed questionnaire. Data analysis technique using path analysis.The study produced five conclusions, namely: service quality had a significant and positive effect on the satisfaction of Undo Senshu Purnama karate participants; brand image had a significant and positive effect on the satisfaction of Undo Senshu Purnama karate participants; service quality had a significant and positive effect on the loyalty of Undo Senshu Purnama karate participants; brand image has a significant and positive effect on the loyalty of Undo Senshu Purnama karate participants and satisfaction has no significant effect on the loyalty of Undo Senshu Purnama karate participants.Keywords: brand image, loyalty, satisfaction, service quality]]>
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