PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Fore Coffee Jalan Semeru Kota Malang)

This research aims to determine the influence of brand image on customer loyalty of Fore Coffee Jalan Semeru, Malang City, determine the influence of product quality on customer loyalty of Fore Coffee Jalan Semeru, Malang City, determine the influence of brand image on customer satisfaction of Fore Coffee Jalan Semeru, Malang City, determining the influence of product quality on customer satisfaction for Fore Coffee Jalan Semeru, Malang City, knowing the influence of customer satisfaction in mediating the influence of product quality on customer loyalty for Fore Coffee Jalan Semeru, Malang City . The respondents of this research were 80 consumers of Fore Coffee Jalan Semeru, Malang City. The sampling technique for this research uses accidental sampling. The analysis technique used is path analysis. The results of the analysis show that brand image has a significant effect on customer loyalty, product quality has a significant effect on customer loyalty, brand image has a significant effect on customer satisfaction, product quality has a significant effect on customer satisfaction, brand image has a significant effect on customer loyalty through customer satisfaction, and product quality has an effect on customer loyalty through customer satisfaction.