The Influence of Brand Image and Relationship Marketing on Customer Loyalty through Customer Satisfaction
Haikal Putra Rizal, Syafrizal Helmi Situmorang, Amrin Fauzi

Universitas Sumatera Utara

Abstract

Loyalty and satisfaction are one of the determining factors for a form of business to last long or not. The business will not last long if the business owner does not pay attention to the level of loyalty and satisfaction of customers who have used the services and products of the business. Several things that can increase or decrease customer loyalty and satisfaction are brand image and relationship marketing that have been implemented by business owners. The purpose of this study is to determine and analyze directly or indirectly whether brand image and relationship marketing have an influence on customer loyalty and satisfaction at heavy.dosed, a coffee shop in Medan. This study uses a quantitative approach. The total sample taken was 140 customers at heavy.dosed coffee shop. The results of this study indicate that brand image and relationship marketing positively and significantly have a direct and indirect effect on customer loyalty and satisfaction in heavy.dosed coffee shops.

Keywords: Customer, Loyalty, Satisfaction, Brand Image, Relationship marketing, Coffee Shop.

Topic: Marketing Management