PENGARUH BRAND IMAGE KARTU IM3 INDOSAT TERHADAP KEPUASAN LAYANAN DAN LOYALITAS PELANGGAN (Studi pada PTN dan PTKIN di Kota Malang)

Abstract

The study aims to determine the effect of brand image IM3 to loyalty, either directly or indirectly
through the satisfaction. This research used a quantitative approach and the respondents which the customers
of Indosat IM3 on four Universities in Malang . The data collection used accidental sampling method. Path
analysis was used to test and analyze hypotheses by considering the classical assumption test. The results
of the study showed that the brand image significantly affect the service satisfaction and customer loyalty.
Indicators of Brand image contributed 47.5% to total customer satisfaction. Meanwhile satisfaction accounted
for 30.7% of customer loyalty. Two indicators of brand image consist of guarantees and social identification
has no significant effect on customer satisfaction. While, two other indicators of brand image consist of
personal identification and status has a significant influence on customer satisfaction. From path analysis
known that there is indirectly influence of the status of personal identification to loyalty through customer
satisfaction.