Open AccessPENGARUH SERVICE QUALITY, BRAND IMAGE, BRAND EQUITY DAN CORPORATE REBRANDING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA TRANSMART INDONESIA
Author(s) -
Raden Andi Sularso
Publication year - 2020
Publication title -
bisma
Language(s) - English
Resource type - Journals
eISSN - 2623-0879
pISSN - 1978-3108
DOI - 10.19184/bisma.v14i3.20737
Subject(s) - rebranding , brand equity , business , service quality , brand loyalty , loyalty business model , corporate branding , brand awareness , customer satisfaction , marketing , advertising , business administration , service (business)
This study analyzes the effect of service quality, brand image, brand equity, and corporate rebranding on customer satisfaction and loyalty of Transmart. The sample consisted of 200 respondents taken using the random sampling technique. Data were analyzed using Structural Equation Modeling. The results prove that service quality, brand image, and brand equity affect customer satisfaction and loyalty of Transmart. Corporate rebranding has a direct effect on customer satisfaction but does not affect the customer loyalty of Transmart.
Keywords: brand equity, brand image, corporate rebranding, service quality