THE INFLUENCE OF BRAND IMAGE ON SATISFACTION TO IMPROVE CUSTOMER RETENTION TOWARDS BATIK KERIS IN MALANG CITY | Zendy

Astrid Puspaningrum | Zendy

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THE INFLUENCE OF BRAND IMAGE ON SATISFACTION TO IMPROVE CUSTOMER RETENTION TOWARDS BATIK KERIS IN MALANG CITY

Author(s) -

Astrid Puspaningrum

Publication year - 2020

Publication title -

jurnal aplikasi manajemen

Language(s) - English

Resource type - Journals

eISSN - 2302-6332

pISSN - 1693-5241

DOI - 10.21776/ub.jam.2020.018.01.14

Subject(s) - customer satisfaction , business , customer retention , path analysis (statistics) , marketing , advertising , brand image , population , customer delight , psychology , service quality , mathematics , service (business) , sociology , statistics , demography

The purpose of this study is to analyze the role of customer satisfaction as a mediator of the influence of brand image on customer retention of Batik Keris in Malang. The approach used in this research was positivism (quantitative). The population of this study was the customers of Batik Keris in Malang City, with a total sample of 50 customers in Malang City. The data obtained were analyzed using Path Analysis. The results showed that brand image directly affects the customer satisfaction of Batik Keris. Customer satisfaction directly affects customer retention of Batik Keris, and customer satisfaction mediates the influence of brand image and customer retention towards Batik Keris. Therefore, customer retention will be high if the brand image that is highlighted by Batik Keris can satisfy the customers.

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