THE EFFECT OF BRAND IMAGE AND PRODUCT ATTRIBUTES ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY

Erik Wahyu Indarto; Imam Suroso; Sudaryanto Sudaryanto; Nurul Qomariah

doi:10.21776/ub.jam.2018.016.03.10

Authors

Erik Wahyu Indarto
[email protected]
Master of Management Faculty of Economics Universitas Jember, Indonesia
Imam Suroso Master of Management Faculty of Economics Universitas Jember, Indonesia
Sudaryanto Sudaryanto Master of Management Faculty of Economics Universitas Jember, Indonesia
Nurul Qomariah Faculty of Economics Universitas Muhammadiyah Jember, Indonesia

Vol. 16 No. 3 (2018)

Articles

Submitted September 8, 2018

Published June 23, 2022

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This study aims to determine the effect of product image and product attributes on customer satisfaction and loyalty of CIMB Niaga Xtra savings at CIMB Niaga Situbondo. The population in this study is the owner of the savings account of CIMB Niaga Xtra until March 2017 with the number of customers reached 152 accounts. Sampling technique used is a non-probability sampling technique that is by accidental sampling. Data analysis method used is Structural Equation Modeling (SEM) analysis. The results showed that product image, product attribute significantly influence customer satisfaction of Bank CIMB Niaga Situbondo. The product image has no significant effect on customer loyalty of Bank CIMB Niaga Situbondo. Product attribute significantly influences customer loyalty of Bank CIMB Niaga Situbondo. Customer satisfaction has a significant effect on customer loyalty of Bank CIMB Niaga Situbondo.

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How to Cite

Indarto, E.W. (2022) “THE EFFECT OF BRAND IMAGE AND PRODUCT ATTRIBUTES ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY”, Jurnal Aplikasi Manajemen, 16(3), p. pp. 457 â€“ 466. doi:10.21776/ub.jam.2018.016.03.10.

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THE EFFECT OF BRAND IMAGE AND PRODUCT ATTRIBUTES ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY

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