PENGARUH CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA POLITEKNIK LP3I JAKARTA

Abstract

This study aims to analyze the influence of brand image on customer loyalty, with customer  satisfaction as an intervening variable among students of politeknik lp3i jakarta. The research  employed a mixed methods approach, combining quantitative methods through  questionnaires distributed to 20 respondents and qualitative methods via in-depth interviews  with two informants. Quantitative data were analyzed using spss, including linear regression  analysis, t-test, f - test, coefficient of determination, and path analysis. Meanwhile, qualitative  data were examined using thematic analysis. The results show that brand image has a positive  and significant effect on customer loyalty, both directly and indirectly through customer  satisfaction. The r square value of 0.692 indicates that 69.2% of the variation in loyalty is  explained by brand image. These findings are supported by qualitative insights, where  students’ positive perceptions of the campus contributed to their satisfaction and willingness  to recommend the institution to others. Thus, strengthening brand image and enhancing  service quality are essential strategies in building sustainable customer loyalty, particularly  in the education sector.