Pengaruh citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan kosmetik

Purposes   -  This study aims to analyze several problems, including the influence of brand image on customer satisfaction; the influence of the brand image on customer loyalty; the effect of customer satisfaction on customer loyalty; and the influence of brand image on customer loyalty mediated by customer satisfaction.  Methods   -  This research approach classified as a quantitative research approach. The sample of this research was 51 respondents by using accidental sampling. Data collection techniques used questionnaires, and technique of data analysis was path analysis (path analysis).  Findings  -  The conclusions of this research are as follows: First, the direct effect of brand image on customer satisfaction was positive and significant; Second, the direct impact of the brand image on customer loyalty was positive and significant; Third, the direct impact of customer satisfaction on customer loyalty was positive and significant; and Fourth, the influence of brand image on loyalty was mediated by customer satisfaction.  Keywords  -  Brand image, Customer satisfaction, Customer loyalty.