Pengaruh Visualisasi Periklanan, Citra Merek dan Nilai Pelanggan Terhadap Kepuasan Pelanggan dan Loyalitas Merek

Aliffianto, Achmad Yanu ORCID: https://orcid.org/0000-0003-3186-0831 and Riyanto, Darwin Yuwono (2013) Pengaruh Visualisasi Periklanan, Citra Merek dan Nilai Pelanggan Terhadap Kepuasan Pelanggan dan Loyalitas Merek. In: Seminar Nasional Sistem & Teknologi Informasi (SNASTI) 2013, 24 Oktober 2013, Surabaya.

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Abstract

This study was conducted to investigate the structural relationship between advertising design, brand image and customer value on customer satisfaction and brand loyalty, as well as to discover the attributes of advertising designs that have the greatest role in creating customer satisfaction and establish brand loyalty. Lots of studies on customer satisfaction and customer loyalty to a brand. But they rarely put confidence in the brand among customer satisfaction and customer loyalty. Direct relationship between customer satisfaction and loyalty of customers is usually synonymous with the occurrence of repeat purchases. Various empirical studies outline that customer satisfaction and customer loyalty to the brand is the two constructs are related. Customer satisfaction and customer loyalty to the brand is also influenced by brand image and customer value.

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