THE INFLUENCE OF BRAND IMAGE AND MARKETING MIX TOWARDS CUSTOMER LOYALTY OF SUPERMI THROUGH CUSTOMER SATISFACTION AS INTERVENING VARIABLE

Abstract

To dealing with competitive conditions, every company expects to have customer are loyal to the products or services that they offered. This study was conducted to analyze the influence of the brand image and marketing mix to customer loyalty through customer satisfaction as intervening variable. Respondents in this study of 141 people with the criteria ever ate Supermi. Data analysis method used is descriptive analysis, classic assumption test and path analysis performed by using SPSS 24. Based on results of the test, can be obtained several conclusions. First, the result showed that brand image, product, promotion and place have direct influence towards customer loyalty. Second, price has indirect influence towards customer loyalty. Third, brand image, product, price, promotion and place have significant influence towards customer satisfaction. Fourth, brand image, product, price, promotion, place and customer satisfaction have significant influence towards customer loyalty. The value of R square indicates by 0.50 meaning independent variables are influencing the dependent variable by 50% while the rest is influenced by other variables