Indonesian Journal of Law and Economics Review
Vol 8 (2020): August
Marketing Management

The Effect of Brand Positioning and Service Quality on Customer Loyalty in Wonoayu Eurocar Market With Customer Satisfaction As Moderation Variable
Pengaruh Brand Positioning Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Di Eurocar Market Wonoayu Dengan Kepuasan Pelanggan Sebagai Variabel Moderasi


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  • Muhammad Yosa Vernanda*,
  • Dewi Komala Sari
Muhammad Yosa Vernanda
Universitas Muhammadiyah Sidoarjo, Indonesia *
Dewi Komala Sari
Universitas Muhammadiyah Sidoarjo, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.2020.V7.384
Published August 31, 2020
Keywords
  • Brand Positioning,
  • Service quality,
  • Customer satisfaction,
  • Customer Loyalty
How to Cite
Vernanda, M. Y., & Sari, D. K. (2020). The Effect of Brand Positioning and Service Quality on Customer Loyalty in Wonoayu Eurocar Market With Customer Satisfaction As Moderation Variable. Indonesian Journal of Law and Economics Review, 8, 10.21070/ijler.2020.V7.384. https://doi.org/10.21070/ijler.2020.V7.384

Copyright (c) 2020 Muhammad Yosa Vernanda, Dewi Komala Sari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study aims to determine the effect of brand positioning on customer loyalty, to determine service quality on customer loyalty, to determine customer satisfaction that moderates the influence of brand positioning and service quality on customer loyalty in the Eurocar Market in Wonoayu. This research is quantitative research with hypothesis testing. The sample collection method uses non probability sampling and 115 respondents are obtained using incidental sampling techniques. The analytical tool used is Structural Equation Modeling and moderation regression with the AMOS 21 program. The results of this study prove that there is a significant influence of brand positioning variables on customer loyalty, related to significant variables of service quality on customer loyalty, customer satisfaction variables moderate the influence of brand positioning on loyalty customers, customer satisfaction moderates the orientation of service quality towards customer loyalty.

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