ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK PADA LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI PADA PRODUK GRAPHIC PROCESSING UNIT AMD RADEON)

Abstract

The number of customer complaints on product quality is the background of this research. The phenomenon of increasing complaints shows customers who are dissatisfied and cause customer loyalty to be affected. This study aims to determine the effect of product quality and brand image affect consumer satisfaction and can have an impact on customer loyalty AMD Radeon Graphic Processing Unit products. Sampling of this study was carried out by non-probability sampling techniques, which had purchased and used the AMD Radeon Graphic Processing Unit. Data collection by providing questionnaires to 150 customers of AMD Radeon's Graphic Processing Unit. The results of this study indicate, product quality and brand image have a positive and significant effect on customer satisfaction. Product quality and brand image also have a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty.