Pengaruh Citra Perusahaan pada Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediasi (Studi Pada Jasa Telekomunikasi Indosat)

Oleh :
Susetiyoko - S41008042 -

ABSTRACT Corporate image which is placed in the customer’s mindset creates the customer satisfaction because there are vision, assurance and trust that anything given by the company is qualified, fit the expectation and desire, and can fulfill the customer’s needs. Fulfillment of customer expectation and desire will lead to customer satisfaction. Customer satisfaction will make customer becomes loyal. The purposes of the research are: (1) testing the influence of corporate image to customer loyalty, (2) testing the influence of corporate image to customer satisfaction, (3) testing the influence of customer satisfaction to customer loyalty, and (4) testing the corporate image to customer loyalty which is mediated by the customer satisfaction from the users of Indosat telecommunication service. The population of this research is customer who uses IM3 simcard from PT. Indosat Surakarta. Sample in this research is 150 people which is taken by non probability sampling method which called convenience sampling. Hypothesis is tested by SPSS for Windows instrument. The result based on the data analysis are: (1) corporate image doesn’t have direct influence to customer loyalty, (2) corporate image has positive influence to customer satisfaction, (3) customer satisfaction is positively related to customer loyalty, and (4) corporate image has positive influence to customer loyalty with customer satisfaction as mediation variable. Companies must realize that the corporate image and customer satisfaction provide a positive influence on customer loyalty, which can be used as a reference in applying the company's policy to maintain and further enhance customer loyalty Keywords: corporate image, customer satisfaction, customer loyalty.