IJEBMR
ISSN: 2456-7760

Title:
ANALYSIS OF THE INFLUENCE OF BRAND IMAGE AND CUSTOMER VALUE ON CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTYs

Authors:
Dr. M. Ali Iqbal, M.Sc, Dra. Yanti Murni, Dr. Niken Sulistyowati, Indonesia

Abstract:
Banking Is a Very Important Instrument in a Country's Economy. The Healthy Condition of the Banking System Will Naturally Push the Economy in a Positive Direction. Bank Mandiri Is One of the Largest Banks in Indonesia, Mandiri Products and Services Have Been Widely Accepted and Utilized by the People of Indonesia in Banking Affairs. Regarding Magazine Info Bank Shows the Results of His Research on 10 Banks, Bank Mandiri Is Still Ranked Tenth or Last Rank. This Study Aims to Examine the Influence of Brand Image and Customer Value on Customer Satisfaction and Its Impact on Customer Loyalty. The Type of Research Used Is a Research With a Conclusive Design That Is the Type of Inference Research That Aims to Test a Certain Hypothesis, Either Through in-depth Research on a Problem (Descriptive Research) and to Find the Relationship Between Variables (Correlative) Between Independent Variables and Dependent Variables. The Purpose of the Study Was to Analyze the Influence of Brand Image and Value on Customer Satisfaction and Its Impact on Customer Loyalty. The Results Showed That Brand Image and Customer Value Influence to Customer Satisfaction and Also to Customer Loyalty, Customer Satisfaction Also Influence to Customer Loyalty.

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