Analysis of the Effect of Brand Image and Corporate Branding on Customer Loyalty with Customer Satisfaction as an Intervening Variable to Customers of Pt. Bumiputera Young General Insurance 1967 Manado Branch

Abstrak

This research aims to 1) analyze the effect of brand image on customer satisfaction at PT. General Insurance for Bumiputera Muda 1967 Manado Branch; 2) 1) Analyze the effect of Corporate Branding on Customer Satisfaction at PT. General Insurance for Bumiputera Muda 1967 Manado Branch; 3) Analyze the effect of Brand Image on Customer Loyalty at PT. General Insurance for Bumiputera Muda 1967 Manado Branch; 4) Analyze the effect of Corporate Branding on Customer Loyalty at PT. General Insurance for Bumiputera Muda 1967 Manado Branch; 5) Analyze the influence of customer satisfaction on customer loyalty to customers at PT. General Insurance for Bumiputera Muda 1967 Manado Branch; This research was conducted at PT. General Insurance for Bumiputera Muda 1967 Manado Branch; The samples used in this study are customers who have made renewal orders at PT. Bumiputera Muda General Insurance 1967 totaling 98 customers. The data collection technique used is by distributing questionnaires. This research is a type of quantitative research using path analysis techniques (Path Analysis). This study also uses the Partial Least Square (PLS) analysis model which aims to obtain the relationship of latent variables and aims to predict construct structural indicators. The results showed that there was a significant influence between Brand Image. The results showed (1) There was a significant influence between Brand Image on customer satisfaction, (2) There was a significant influence between Brand Image variables on Customer Loyalty.

Kata Kunci