PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN REPUTASI MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Empiris Pada Restoran Cepat Saji KFC Di Kota Palembang)

ABSTRACT

This study aims to determine whether or not the effect of product quality,
service quality, brand reputation on customer satisfaction, and the effect of
product quality, service quality, brand reputation on customer loyalty and to
determine whether or not the mediation effect of product quality, service quality
and brand reputation to customer loyalty through customer satisfaction as
intervening variable at KFC fast food restaurant in Palembang City. The
sampling technique using purposive sampling method that produces 100
respondents. Hypothesis testing of this research using path analysis with SPSS.20.
The results of the study explain the quality of product, service quality,
brand reputation effect on customer satisfaction and product quality, service
quality, brand reputation effect on customer loyalty, and customer satisfaction
can mediate product quality and brand reputation to customer loyalty but
customer satisfaction can not mediate the quality of service to customer loyalty.

Keywords: Product Quality, Service Quality, Brand Reputation, Customer Satisfaction, Customer Loyalty