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as a endogenous variable Y. Based on these descriptions, the author makes a research with title.
“THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE TOWARD CUSTOMER SATISFACTION THAT IMPACTS
ON COSTUMER LOYALTY” Case Study of Al-Azhar Coorperative.
B. Problem Formulation
Based on the background described above, so the formulation of the problem that will be explained in this research are :
1. Does service quality have influence customer satisfaction partially? 2. Does brand image have influence customer satisfaction partially?
3. Do service quality and brand image have influence customer satisfaction simultaneously?
4. Does service quality have influence customer loyalty partially? 5. Does brand image have influence the customer loyalty partially?
6. Does customer satisfaction have influence customer loyalty partially? 7. Do service quality, brand image, and customer satisfaction influence
customer loyalty simultaneously?
C. Purpose of Research
Every research have a purpose. The purpose of this research are : 1. To analyze the influence of service quality on customer satisfaction
partially. 2. To analyze the influence of brand image on customer satisfaction partially.
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3. To analyze the influence of service quality and brand image on customer satisfaction simultaneously.
4. To analyze the influence of service quality on customer loyalty partially. 5. To analyze the influence of brand image on customer loyalty partially.
6. To analyze the influence of customer satisfaction on customer loyalty partially.
7. To analyze the influence of service quality, brand image, and customer satisfaction on customer loyalty simultaneously.
D. Benefit of Reaserch
Given this research, the researcher hope that the results of this research
has benefits for all parties, while the benefits include :
1. For Author To get more knowledge and experience in conducting research, train the
ability that have been learned in lecture or class into scientific forms and compare between the theory obtained by the fact that happen in the field.
2. For Al-Azhar Cooperative Thorough this research, Al-Azhar cooperative will see the dominant
factors among service quality, brand image, customer satisfaction and customer loyalty. Therefore, based on these factors can help the
cooperative to develop become better and repair the performance. 3. For Readers
The readers may use this research as the material for comparing the factors that influence among service quality, brand image, customer
satisfaction and customer loyalty. So, the information can be used in future research and development.
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CHAPTER II LITERATURE REVIEW
