PENGARUH CITRA MEREK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI MEDIASI PADA PRODUK VIVA KOSMETIK DI KOTA SURABAYA

Abstract

This research aim to analyze the effect of brand image and customer loyalty with customer satisfaction as a
mediates at Viva cosmetic products in Surabaya. This research uses SEM (Structural Equation Modeling), and
sampling technique used in this research was non-probability sampling technique with using 100 repondents.
Characteristics responden of the study of were women aged 18-55 years with domiciled in the city of Surabaya, has a
job and use the Viva Cosmetic products.
The results of this study indicate that there are significant functional benefits and the symbolic benefit to
customer satisfaction and customer loyalty. The results also indicate that there are significant customer satisfaction to
customer loyalty and show that there are significant consumer satisfaction as a mediating variable between functional
benefits and symbolic benefits of consumer loyalty.