Analisis Pengaruh Image Congruence Terhadap Brand Loyalty dengan Customer Satisfaction Sebagai Variabel Intervening pada Tamu Hotel Bintang 4 di Batam

Heriyanto, Heriyanto (2011) Analisis Pengaruh Image Congruence Terhadap Brand Loyalty dengan Customer Satisfaction Sebagai Variabel Intervening pada Tamu Hotel Bintang 4 di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This study aims to investigate the effect of image congruence through customer satisfaction as the intervening that causes hotel customers’ brand loyalty. Samples of this study were taken from the guests of fourth star hotel in Batam. As the dependent variable are cognitive brand loyalty, affective brand loyalty and conative brand loyalty, while as the independent variable are social image congruence and ideal social image congruence, and customer satisfaction as the intervening variable. Statistical method used to test the research hypothesis is a multiple regression and single regression analysis method with the individual level of analysis units. Primary data obtained directly from the object of research. A total of 600 questionnaires were distributed to respondent. Purposive sampling method was used in this study. The results showed that the social image congruence and ideal social image congruence were impact significantly on customer satisfaction, customer satisfaction impact significantly on cognitive brand loyalty, cognitive brand loyalty impact significantly on affective brand loyalty, and affective brand loyalty impact significantly on conative brand loyalty. Keywords: Image congruence, customer satisfaction and brand loyalty.

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