KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI ANTARA PERSEPSI NILAI, PERSEPSI KUALITAS DAN CITRA MEREKDENGAN LOYALITAS

Abstract

The aims of this research are to analyze the effect of perceived value, perceived quality, corporate image on customer satisfaction, to analyze the perception of value, perceived quality, corporate image on consumer loyalty. This study also aims to analyze customer satisfaction in mediating the corporate image, perceived value and perceived quality on customer loyalty. Samples were Slamet duck food consumers. Hypothesis testing is done by using t-test or the test AMOS called Critical Ratio (CR) and Sobel test. Based on the results of research and calculation of SEM, it can be concluded the company's image a positive effect on customer satisfaction. This means that consumer satisfaction increases when companies place into the consumer has a good image. Perceived value positive effect on customer satisfaction.Positive effect on the quality perception of customer satisfaction. The company's image positively affects customer loyalty. Perceived value positive effect on customer loyalty.Perceived quality of an effect on consumer loyalty. Consumer satisfaction has positive effect on consumer loyalty. Consumer satisfaction can not mediate the corporate image, perception of value and perception of quality on consumer loyalty. Keywords : Customer satisfaction, mediating variables