Pengaruh Brand Image Dan Customer Relationship Terhadap Customer Loyalty Dimediasi Customer Satisfaction Pada SDIT Annajah Bogor
Abstract
SDIT Annajah Bogor merupakan sekolah yang cukup diminati orang tua, memiliki visi dan misi yang bagus, brand image yang baik dan cukup terkenal di masyarakat. Loyalitas pelanggan merupakan faktor penting dalam kelangsungan hidup bisnis dan pengembangan lingkungan yang kompetitif. Pada dasarnya kesetiaan pelanggan sangat dibutuhkan untuk meningkatkan kualitas pelayanan. Sekarang banyak yang telah menyadari nilai dari pelanggan saat ini dan mencoba untuk menemukan cara meningkatkan loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan customer relationship terhadap loyalitas pelanggan dimediasi kepuasan pelanggan. Populasi penelitian ini yaitu seluruh orang tua murid SDIT Annajah Bogor, dengan teknik pengambilan sampel rumus slovin. Teknik analisis data menggunakan path analysis. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh signifikan terhadap Kepuasan Konsumen. Customer Relationship berpengaruh signifikan terhadap Kepuasan Konsumen. Citra Merek berpengaruh signifikan terhadap Loyalitas Pelanggan. Customer Relationship berpengaruh signifikan terhadap Loyalitas Pelanggan pada SDIT Annajah Bogor. Kepuasan Konsumen berpengaruh signifikan terhadap Loyalitas Pelanggan pada SDIT Annajah Bogor Kepuasan Konsumen dapat memediasi pengaruh Citra Merek terhadap Loyalitas Pelanggan. Kepuasan Konsumen
Kata kunci: Brand Image; Customer Relationship; Customer Satisfaction; Customer Loyalty.References
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