The effect of brand image and price through customer satisfaction on customer loyalty in premium car users: case study of medan speedline auto dealers
Desiran Sembiring, P. Eddy Sanusi Silitonga, Djoko Setyo Widodo
This study aims to determine and analyze the influence of brand image and price on customer loyalty through customer satisfaction of premium car users at Medan Speedline Auto Dealers. The study was conducted on customers who use premium cars at Medan Speedline Auto Dealers involving 45 respondents. A sampling of research using a simple random sampling method. Data analysis uses path analysis. Based on data analysis, it is known that partially each of the free variables of brand image and price through customer satisfaction influences customer loyalty of premium car users at Medan Speedline Auto Dealers. The results of the analysis of customer satisfaction as an intervening variable have an indirect effect on the brand image variable on customer loyalty and the price variable on customer loyalty. This statement can be proven by the magnitude of the indirect effect of brand image on customer loyalty and price on customer loyalty through customer satisfaction identified as an intervening variable.