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