THE INFLUENCE OF CUSTOMER LOYALTY PROGRAM BRAND IMAGE AND CUSTOMER SATISFACTION TOWARD CUSTOMER LOYALTY (CASE STUDY OF G-CARD GRAND INDONESIA)

Abstract

There is so many ways to make customer satisfied and become customer loyalty. One of the marketing strategies is loyalty program. There are many kinds of loyalty program with the various goal but most of loyalty program to make customer feel satisfaction about the product or services that they purchase. This research was done to determine the influence of customer loyalty program, brand image and customer satisfaction toward customer loyalty. The variables being researched is “Customer Loyalty Program”, “Brand Image”, “Customer Satisfaction” and “Customer Loyalty”. The data for this research was gather by distributing questionnaires to the population of 120.000 g-members. The questionnaire is then analyze using reliability and validity testing. The data itself is then passed through classical assumption test and multiple regression analysis. Hypothesis testing was also done using both T-test for individual independent variables and F-testing for all independent variables simultaneously. The questionnaire passed the reliability and validity testing and the data itself has passed classical assumption testing. The analysis has shown that the all hypotheses was accepted and has positive influence toward dependent variable