Pengaruh brand image dan brand awareness terhadap kepuasan dan loyalitas pelanggan pada pt bahtera nusantara transports

Darlan Darlan, Syarifah Hudayah, Rahmawati Rahmawati

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image dan Brand Awareness terhadap kepuasan dan loyalitas pelanggan PT Bahtera Nusantara Transports. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah Probability Sampling. Sampel yang digunakan dalam penelitian ini adalah sebanyak 62 responden. Analisis data yang digunakan dalam penelitian ini adalah Partial least Square dengan bantuan software SmartPLS3.0. Hasil penelitian ini mununjukkan: (1) Brand Image (X1) berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan (Y1), (2) Brand Awareness (X2) berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan (Y1), (3) Kepuasan Pelanggan (Y1) berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan (Y2).

Keywords


Brand Image, Brand Awareness, Satisfaction and Customer loyalty.

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DOI: https://doi.org/10.29264/jimm.v5i1.6273

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