PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA TERHADAP MINAT BELI ULANG PADA PT. DIVA KARAOKE

Abstract

This study aims to analyze and to comprehend the influence of service quality and brand image towards consumer satisfaction and the effect of repurchase intension on PT. Diva Karaoke which engages in the entertainment field. This study uses survey method with questionnaire to 100 respondents of Diva Karaoke’s consumer. Path analysis is the data analysis method which is used in this study. The result of this study is service quality and brand image are influential significantly towards consumer satisfaction is 97.7 %. Then service quality, brand image, and consumer satisfaction are influential significantly towards repurchase intension 41.6% but in this result study, service quality and brand image will be affected directly to repurchase intention than through consumer satisfaction. Keywords : Service Quality, Brand Image, Consumer Satisfaction, Repurchase Intension