THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY AT GOOGLE FOR EDUCATION

Abstract

This research aims to analyze the influence of service quality and brand image on customer satisfaction and its impact on customer loyalty at Google for Education. This study examines the associative relationship between these variables. The research results show that all variables consisting of service quality (X1), brand image (X2), customer satisfaction (Y), and customer loyalty (Z) have a significance level of < 5%, which means that simultaneously there is a significant influence between service quality variables and brand image variables on customer loyalty with customer satisfaction as an intervening variable. Partially (t-test) the analysis results show that service quality and brand image have a positive and significant effect on customer satisfaction. In addition, the analysis results also show that service quality and brand image have a significant effect on customer loyalty. Furthermore, customer satisfaction is proven to have a significant influence on customer loyalty.