Analisis Pengaruh Kepuasan Pelanggan, Citra Merek, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan di PT Anugerah Prestasi Nusantara Kota Purwokerto
Keywords:
Customer Satisfaction, Brand Image, Service Quality, Customer LoyaltyAbstract
This research is related to the influence of customer satisfaction, brand image and service quality on customer loyalty. (Case Study at PT Anugerah Prestasi Nusantara Purwokerto). The purpose of this research is to determine the influence of customer satisfaction, brand image, and service quality on customer loyalty. The respondents in this study were
100 people who live in Purwokerto using an accidental sampling technique. The data collection methods used were questionnaires, interviews and observations. Meanwhile, the method used to analyze the data is using the SPSS program.
The results of this research show that customer satisfaction has a positive and significant effect on customer loyalty at PT Anugerah Prestasi Nusantara, brand image has a positive and significant effect on customer loyalty at PT Anugerah Prestasi Nusantara, service quality has a positive and significant effect on customer loyalty at PT Anugerah Prestasi Nusantara. This proves that customer satisfaction, brand image and service quality can increase customer loyalty at PT Anugerah Prestasi Nusantara Purwokerto
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