Keywords: Brand Image, Price Perception, Product Quality, Customer Satisfaction and Customer Loyalty


This study aims to determine whether there is an influence between the variables of Brand Image, Price Perception, Product Quality on Customer Loyalty through Customer Satisfaction at Giant Surabaya. Thisresearch method is explanatory research with hypothesis testing. The population in this study are the visitors who shop for Giant Kedungsari Surabaya, with sample of 100 computed by Slovin formula. Data collected by using a survey method with questionnaire as instrument. The analysis technique used is multiple linear regression analysis and t-test for test the hypothesis. The results of the study show that brand Image has a significant influence on Customer Satisfaction, Brand Image has no significant influence on Customer Loyalty, Price perception has a significant effect on customer satisfaction and loyalty, Product quality has a significant influence on customer satisfaction, but has no significant effect on customer loyalty, Customer Satisfaction has a significant influence on Customer Loyalty. This indicates that to increase customer satisfaction and loyalty, a good brand image, low price perception, good product quality, is needed.

Author Biographies

Rosita Oktafiani, Universitas 17 Agustus 1945
Fakultas Ekonomi dan Bisnis
Ida Bagus Cempena, Universitas 17 Agustus 1945
Fakultas Ekonomi dan Bisnis


Ibrahim, Abdelmonim Shawgi Seesy,

Abdel Hafiez Ali Hasaballah. 2015.

quality and brand image on customer

satisfaction. Asian Journal of

Management Sciences, 03 (10), 2015,

-8. Ghozali, Imam. 2001.Application

Analysis Multivariate with program

SPSS. Edysis First. Semarang: BP

Diponegoro University.

Adam, EE and Ebert, RJ 1992. Production

and Operation Management ;

Concept, Models and Behavior.Fifth

Edition. Prentice Hall.

Afshar, Asghar. 2011.Study the Effects of

Customer Service and Product Quality

on Customer Satisfaction and Loyalty

. International Journal of Humanities

and Social Science, Vol. 1 (7).

Agustinus Dwi Kristianto *, Triyono Arief

Wahyudi. 2019. The influence of brand

image, perceived product quality, and

perceived price on customer

satisfaction and its impact on customer

loyalty. Journal of Strategic

Management and Business

Applications, Vol 2, No. 2, August

, pp. 117 - 126 eISSN 2655-237X.

Arikunto, Suharsimi. 2006. Research

Procedure A Practical Approach.

Jakarta: Rineka Cipta.

Barkelay, B. and Saylor, H. 1994.

Customer Driven Project

Management, A New Paradigm In

Total Quality Management. McGraw-Hill.Inc, Singapore.

Charis Masruchin, Marlien. 2018. Analysis

of Product Quality, Brand Image, and

Price Perception of Customer Loyalty

mediated by Customer Satisfaction

(Study on Nissan customers in

Semarang, 2017). Proceedings of

SENDI_U 2018 ISBN: 978-979-3649-


Eugenia Andrea Dennisa, Suryono Budi

Santoso. 2016. Analysis of the Effect

of Product Quality, Service Quality,

and Brand Image on Customer Loyalty

through Customer Satisfaction as an

Intervening Variable (Studies in

Clinics Beauty CosmedicSemarang).

Diponegoro Journal of Management

Volume 5, Number 3, Year

,Page1-13 ISSN

(Online): 2337- 3792.

Filemon Redo, Donant Alananto Iskandar.

The influence of brand image

and product quality on consumer

loyalty of futsal shoes. Journal of

Strategic Management and Business

Applications, Vol 1, No.1 December

, pp. 69 - 78 eISSN 2655-237X.

Ghazali, Imam. 2005. Application of

Multivariate Analysis with the SPSS

Program. Third Edition. Semarang:

Diponegoro University.

Ghazali, Imam. 2007. Multivariate

Analysis Application with SPSS

Program. Third Edition. Semarang:

Diponegoro University.

Hanif Aulawi. 2016. The Influence of

Customer Satisfaction, Moving Costs,

Price Perception, and Company Image

on Consumer Loyalty at Telkom

Speedy Internet Service Providers.

Journal of Office Administration, Vol.

, No.1, June 2016, 93-116 P-ISSN:

6694 E-ISSN: 2527-9769.

Ika Wahyu Wijayanti, Wahyono. 2015. The

Effect of Service Quality, Price

Perception and Customer Value on

Consumer Loyalty through Customer JMM17 Jurnal Ilmu Ekonomi & Manajemen

April 2021 Vol. 08 No. 01

satisfaction as Variable Intervening.

Management Analysis Journal 4 (1)

ISSN 2252-6552.

Kristiawati, Indriana; and Daengs, Achmad

(2019). Citra Merek Persepsi Harga dan

Nilai Pelanggan Terhadap Keputusan

Pembelian Pada Mini Market Indomaret

Lontar Surabaya, JMM17 Jurnal Ilmu

Ekonomi dan Manajemen, Vol. 06 No.

, Pg. 27-36

Nischay Kumar Upamannyu, Dr. Shilpa

Sankpal. 2014. Effect Of Brand Image

on Customer Satisfaction & Loyalty

Intention and The Role Of Customer

Satisfaction between Brand Image and

Loyalty Intention. Journal of Social

Science Research, Vol. 3, No.2, 2014,

ISSN: 2321-1098

Putu Sundari Aprelia Dewi, Ni Wayan Sri

Suprapti. 2018. Building Customer

Loyalty through Satisfaction is

influenced by Product Quality, Price

Perception, and Brand Image (Study

on Smartphone Products from the

Oppo Brand). Matrix: Journal of

Management, Business Strategy and

Entrepreneurship Vol. 12, No. 2,

August 2018.

Simamora, Bilson. 2003. Consumer

Behavior Research Guide. Jakarta: PT.

Gramedia Pustaka Utama.

Simamora, Bolson. 2004.Research

Marketing. Jakarta: Gramedia Pustaka

Utara. Singarimbun. 2004.Methods of

Research and Survey. Jakarta:


Suwarni. 2009. "The Effect of Product

Quality and Price on Loyalty through

Satisfaction Consumer". Malang:

Faculty of Economics State University