PENGARUH SERVICE QUALITY, PRODUCT ATTRIBUTE, BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION (STUDI KASUS PADA TAKSI BLUE BIRD DI SURABAYA)

Abstract

Over time, the total population will be growing every year. With increasing population will also increase the ownership of a motor vehicle. So that the volume of motor vehicles will also increase dramatically. Increased motor vehicles will have an impact on the stagnation. It encourages the public to be more inclined to use public transport, because if you use public transport then it will avoid stagnation and traffic accidents. Taxis including public transport most frequently used, because it has good facilities and services. The more people who use taxis then aka increasingly also emerging cab brands. Blue Bird is the largest taxi company number one in Indonesia, and is also a Blue Bird taxi brands most frequently used by the community. Variables used in this study there are five variables: service quality, product attributes, brand image, customer satisfaction and customer loyalty, these variables are variables that exist within this object Blue Bird taxi. This research is a causal research, because this research is used to explain the causal relationship between the variables - variables in the research model, the service quality to customer satisfaction, product attributes on customer satisfaction, brand image on customer satisfaction and customer satisfaction to customer loyalty. This study also used to develop a research model that has been determined based on literature review to address problems that have been identified in the previous chapter. Research methods used in this research is quantitative and the research method used for the calculation program SPSS 16.0 and AMOS 20.0. In this study investigated the influence of service quality, product attributes, brand image, on customer loyalty through customer satisfaction and of the studies that have been done there are two variables that influence customer loyalty that service quality with a regression coefficient of 0839 and customer satisfaction with a regression coefficient of 0.811 , so that the Blue Bird taxis need to increase these variables to improve customer loyalty.