THE EFFECT OF SERVICE QUALITY, PRICE AND BRAND IMAGE ON CONSUMER LOYALTY WITH CUSTOMER SATISFACTION AS MODERATING ON THE POINT "BAROKAH" SIKOPEK

Abstract

The population in this study is the visitors / consumers in the pond fishing "Barokah" Sikopek. While the sample size is determined based on the Slovin formula and obtained a sample size of 100 people. The variables in this research consist of service quality, price, and brand image as independent variable and consumer satisfaction as moderating variable and consumer loyalty as dependent variable. Methods of data collection using questionnaires, interviews and documentation. Data analysis used descriptive analysis percentage and multiple regression analysis. The results showed that (1) service quality variables have a significant influence on consumer loyalty in the pond fishing "Barokah" Sikopek. (2) Quality of service has a significant influence on customer satisfaction in the pond fishing "Barokah" Sikopek. (3) Price has a significant influence on customer satisfaction in the pond fishing "Barokah" Sikopek. (4) Brand image has a significant influence on customer satisfaction in the pond fishing "Barokah" Sikopek. (5) Brand image has a significant influence on consumer loyalty in the pond fishing "Barokah" Sikopek. (6) Consumer satisfaction has a significant influence on consumer loyalty in the pond fishing "Barokah" Sikopek. Based on the results of the above research can be concluded that the quality of service, price and brand image are the parameters used as consumer consideration to show the level of customer satisfaction and loyalty in using the product from the pond fishing "Barokah" Sikopek. Keywords: Service Quality, Price, Brand Image, Consumer Satisfaction, Consumer Loyalty