PENGARUH KUALITAS PELAYANAN, CITRA MEREK TERHADAP LOYALITAS PELANGGAN KARTUHALO MELALUI KEPUASAN SEBAGAI VARIABEL MEDIASI (STUDI DI KOTA SEMARANG)

Abstract

PT Telkomsel is the largest cellular telecommunications operator in Indonesia, which produces many products, one of which is kartuHalo. This study aims to examine the quality of service, brand image on consumer loyalty kartuHalo in the city of Semarang through satisfaction. In taking the sample using random sampling technique, 100 respondents were taken and the research was conducted at Grapari Telkomsel Pahlawan Semarang. To test the hypothesis using simple linear regression and Sobel test. The results showed (1) service quality has a positive effect on satisfaction. (2) brand image has a positive effect on satisfaction. (3) satisfaction has a positive effect on loyalty. (4) satisfaction mediates between service quality and loyalty. (5) satisfaction mediates between brand image and loyalty.