International Journal of Business Marketing and Management (IJBMM) Volume 4 Issue 6 June 2019, P.P. 07-12 ISSN: 2456-4559 www.ijbmm.com
Influence of Brand Images, Service Quality, Trust on Customer Satisfaction and Customer Loyality Djumarno1, Citra Mega Lissha2, Adi Nurmahdi3 1
(Lecturer, Mercubuana University, Indonesia) (Alumni, Mercubuana University, Indonesia) 3 (Lecturer, Mercubuana University, Indonesia) 2
ABSTRACT : This study aims to analyze the influence of brand image, service quality, trust on customer satisfaction and customer loyalty at PT PrismaHarapan. The survey method used a questionnaire. This research was conducted by distributing questionnaires to 121 customers who used the services of PT PrismaHarapan. The observation results were be analyzed using The Structural Equation Modeling (SEM) of the AMOS statistical software package. SEM-AMOS was used in the model and hypothesis testing. The results showed that brand image has a significant effect on customer loyalty through customer satisfaction, service quality has a significant effect on customer loyalty through customer satisfaction and trust has a significant effect on customer loyalty through customer satisfaction. The conclusion of this study proved that customer satisfaction has a role as a mediating variable between brand image, service quality and trust in customer loyalty. KEYWORDS -brand image, service quality, trust, customer satisfaction, customer loyalty
I.
INTRODUCTION
PT. Prisma Harapan is one of the leading advertising companies in Indonesia. Prisma is a premium innovation & media solution founded in 1992,Prisma has consistently worked to build their reputation in the outdoor media & indoor advertising industry. As a company that delivers information, service quality has an important aspect in achieving company goals. However, service quality is strongly influenced by various aspects of service related to customer satisfaction. PT. PrismaHarapan currently has quite a number of billboard installation locations such as Jabodetabek, Bandung, West Java, Bali, Surabaya, East Java, Sumatra, Kalimantan, Sulawesi, and other billboard location points spread throughout the region both in the city and along the toll road, in the presence competition with other competitors this results in customer loyalty of PT. Prisma Hope fell due to billboard quality competition among competitors. The number of customers also experienced a decrease, this caused the turnover of PT. Prisma Hope decreases in addition to service quality, trust must also be considered. The reduced number of customers can be caused by the poor service quality from PT. PrismaHarapan to its customers so that the company must continue to strive to improve the service quality to customers. Currently, PT. Prisma hope to customers is as a billboard with display quality that is still standard compared to other companies this has resulted in the turnover of PT. PrismaHarapan declined because the installation of billboards had many choices to advertise using services in other companies including PT. WarnaWarni, PT. Rainbow Asia Poster, PT. Gemilang Partner Innovation, PT. Plasma Media, PT. Mahaka, Tbk. The empirical phenomenon that occurs at PT. PrismaHarapan is the number of subscribers.
II.
LITERATURE REVIEW
1.
Brand Image Brand image is what consumers think or feel when they hear or see the brand name or essentially what consumers have learned about the brand (Supranto and Limakrisna, 2011:128). FandyTjiptono (2011:112) stated, brand image is a description of the associations and customer beliefs about a particular brand.
International Journal of Business Marketing and Management (IJBMM)
Page 7