THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION IN THE FACTORY BUILDING RENTAL SERVICES OF PT KAWASAN BERIKAT NUSANTARA JAKARTA INDONESIA
Haris Hidayatullah || Suharto || Partogi Saoloan Samosir
Volume 11 Issue 5 2023
Abstract:
This research aims to determine and test: 1) the influence of service quality and brand image on
customer loyalty in factory building rental services; 2) the influence of service quality and brand image on customer
satisfaction with factory rental services; 3) the influence of customer satisfaction on customer loyalty in factory
building rental services; 4) the influence of service quality and brand image on customer loyalty through customer
satisfaction with factory building rental services. This research uses a quantitative design approach to answer the
formulation and verification of research hypotheses. This research aims to analyze the influence of the exogenous
variables of service quality and brand image on the endogenous variable, namely customer loyalty, through the
intervening variable, namely customer satisfaction. The research was conducted at the PT Kawasan Berikat
Nusantara Jakarta Indonesia building with a research sample of 100 companies. Data analysis uses path analysis.
The research results show that: 1) service quality and brand image influence customer loyalty in factory building
rental services; 2) service quality and brand image influence customer satisfaction with factory rental services; 3)
customer satisfaction influences customer loyalty in factory building rental services; 4) service quality and brand
image influence customer loyalty through customer satisfaction with factory building rental services.
