PENGARUH KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP LOYALITAS MEREK DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MODERASI PADA SPX EXSPRESS ELFAN E

This study aims to determine the direct effect of service quality, brand image and customer satisfaction on brand loyalty and the moderating effect of customer satisfaction on the influence of service quality and brand image on brand loyalty. This study was conducted at SPX Exspress Elfan E with 202 respondents. The sampling technique used in this study was simple random sampling with the Slovin formula. Data collection was carried out by distributing questionnaires. Data analysis techniques using path analysis with the PLS-SEM method with smartpls 4 software. The results of the study show that directly: Service quality has a positive and significant effect on brand loyalty, brand image has a positive and significant effect on brand loyalty, and customer satisfaction has a positive and significant effect on brand loyalty. While indirect influence: Customer satisfaction does not significantly moderate the effect of service quality on brand loyalty and customer satisfaction moderates the effect of brand image on brand loyalty