THE INFLUENCE OF PRODUCT QUALITY, PRICE PERCEPTION AND BRAND IMAGE ON SATISFACTION AND CUSTOMER LOYALTY HOLCIM CONCRETE READYMIX IN JAKARTA

The purpose of this research is to find a picture of the effect of product quality, price perception and brand image on satisfaction and customer loyalty ready mix concrete in Jakarta. This research is a quantitative study with descriptive and causal methods undertaken at Holcim Beton in 2013 with a sample of 100 customers in Jakarta and its surrounding the industrial and commercial segments project. Data collection by questionnaire respondents and analyzed using path analysis with SPSS version 20.0. The results of the study concluded that ( 1 ) product quality does not effect to customer satisfaction ( 2 ) Perception price positive and significant effect on customer satisfaction, ( 3 ) Brand Image does not have an influence on customer satisfaction, ( 4 ) all independent variables, quality of products, Perception price and a positive brand image and significant consequences for the dependent variable Customer satisfaction, with the value of determination of 50%, while 50% are influenced by other variables ( 5 ) Product Quality and significant effect on customer loyalty through customer satisfaction, ( 6 ) Perceived Price does not effect on loyalty through customer satisfaction, ( 7 ) brand image have effect and siginikan loyalty through customer satisfaction, ( 8 ) Dependent variable of product quality, price perception and brand image together and significant effect on customer loyalty through customer satisfaction, with value of determination of 77.4 %, and 22.6 % are influenced by other factors. The findings recommend that Holcim aims to improve product quality, perceived price and brand image to increase loyalty through customer satisfaction. It is also recommended to Holcim for increase of services and information to customers in order for increase customer satisfaction and loyalty.

Abstract licence: CC BY-NC-SA

A person counts once a day per paper. We keep no cookie and no address: a reader is a hash that changes every day. Any month under five reads shows no number.