THE EFFECT OF SERVICE QUALITY DAN BRAND REPUTATION TOWARDS CUSTOMER SATISFACTON AND THE IMPACT TO CUSTOMER LOYALTY AT CV. LA ROSSA SEMARANG

Abstract

CV. La Rossa Semarang is a company engaged in the manufacture of snacks and pastries diverse. The company is facing a problem where a decline in the volume of ordering snacks and pastries from 2011 to 2013, volume declined ordering snacks and pastries indicate low customer satisfaction. Suspected low customer satisfaction from CV. La Rossa Semarang is motivated by the low quality of service (service quality) and brand reputation are less well known by customers that result in low customer loyalty. Formulation of the problem in this study is that efforts should be made by CV management. La Rossa kualits Semarang to improve services to customers and its brand reputation.
The analysis technique used is multiple linear regression 2 stages. Based on the results of the analysis can be seen that the value of the variable t service quality and brand reputation respectively 1.741 and 1.544 < t table 1.98447, then the hypothesis that the quality of service and reputation merekberpengaruh positively to customer satisfaction is not received. F test results indicate that the calculated F value of 3,235 and the F table at 3:09. Calculated F value is greater than the F table, thus the hypothesis that service quality and brand reputation simultaneous positive effect on customer satisfaction received.
Keywords: service quality, brand reputation, customer satisfaction and customer loyalty.