Abstract:

This study aims to examine the effect of service quality and corporate image on customer loyalty through customer satisfaction. The study was conducted on Informa customers in the Metropolitan Mall Bekasi with a total sample of 100 respondents. The samples in this study using techniques are accidental sampling. Data analysis using path analysis.

The results showed that variable quality of service and corporate image influence on simultaneous customer loyalty. Variables affect service quality on partially customer loyalty. Affect the corporate variable image is partially customer loyalty. Variables affect partially customer satisfaction to customer loyalty. The direct effect of service quality on customer loyalty is 0.897. The influence of service quality on customer loyalty through customer satisfaction is 0.324 x 0.917=0.297. The direct effect of corporate image on customer loyalty is 0.0,541. While the influence of corporate image on customer loyalty through customer satisfaction is 0.541 x 0.917 = 0.496. In this case, the direct influence is smaller than indirect influence can interact with the image as an intervening variable.