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Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta

Author

Listed:
  • Subaebasni Subaebasni

    (PT. Albadriyah Widsata,)

  • Henny Risnawaty

    (PT. Straitliner Express,)

  • A.R. Arie Wicaksono

    (Politeknik APP Jakarta Kemenperin, Indonesia.)

Abstract

The purpose of this study was to determine the effect of brand image, service quality and price both partially and simultaneously to the customer satisfaction and the impact of customer satisfaction on customer loyalty. Using quantitative research methods, with a sample of 171 respondents. Data were analyzed using Structural Equation Modeling (SEM). The results of the analysis showed that the partial towards customer satisfaction, the brand image variable has a positive and significant impact with a coefficient of 0.773. Variable quality of service has a positive and significant impact with a coefficient of 0.720, the price variable price has a positive and significant impact with a coefficient of 0.683. In partial variable customer satisfaction with loyalty has a positive and significant impact with a coefficient of 0.602. The results of the analysis showed that simultaneous independent variables to customer satisfaction positively and significantly with a coefficient of 0.720. The results of the analysis showed that the partial loyalty, brand image variable has a positive and significant impact with a coefficient of 0.672. Variable quality of service has a positive and significant impact with a coefficient of 0.739, the price variable price has a positive and significant impact with a coefficient of 0.739. The results of the analysis showed that simultaneous independent variables loyalty, positive and significant impact with a coefficient of 0.734.

Suggested Citation

  • Subaebasni Subaebasni & Henny Risnawaty & A.R. Arie Wicaksono, 2019. "Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta," International Review of Management and Marketing, Econjournals, vol. 9(1), pages 90-97.
    • Handle: RePEc:eco:journ3:2019-01-11
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    References listed on IDEAS

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    Cited by:

    1. Lusiana Pratiwi & Sunaryo Sunaryo, 2021. "The effect of e-service quality on e-loyalty mediated by e-trust and brand image variables," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(6), pages 56-62, September.
    2. Dhanang Suryo Kusumo & Didik J. Rachbini & Endi Rekarti, 2021. "Quality of services and prices in promoting customer satisfaction and customer loyalty services of container transportation facilities. Case Study at PT. Yang Ming Shipping Indonesia," Technium Social Sciences Journal, Technium Science, vol. 21(1), pages 645-660, July.
    3. Qingyu Zhang & Sohail Ahmad, 2022. "Linking Corporate Social Responsibility, Consumer Identification and Purchasing Intention," Sustainability, MDPI, vol. 14(19), pages 1-17, October.

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    More about this item

    Keywords

    Influence of Brand Image; Quality Service; Price; Customer Satisfaction and Customer Loyalty;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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