Detail Cantuman

ABSTRACT
Brand image is an influential factor on lustomer loyalty, among
customers in acrtoss the Telecommunications Industry. This study aims
to analyze, the influence of brand image, customer value, excellent
service, and customer experience to customer satisfaction, and on
customer loyalty, which influence customer satisfaction. This study
examined the relationship between independednt and dependent
variables through explanatory research. The location of this research
was in Pare-Pare in South Sulawesi, Makassar and Bulukumba region
of Indonesia, with the target population of customers who have used
atleast a mobile card. Measurement of the variables was done using a
Likert scale and the data were analyzed using Structural Equation
Modeling (SEM). These results indicate that there are nine point direct
influences. Six lanes significant influence that the brand image,
customer value, excellent service and customer experience on
customer satisfaction and customer loyalty; customer experience and
customer satisfaction on customer loyalty and among the hypothesis,
three were not significant, which the brand image, customer value and
excellent service to customer loyalty. Further brand image, customer
value, excellent service and the customer experience had significant
indirect on influence customer loyalty through customer satisfaction.
Based on the result it is suggested that the brand image, customer
value, excellent service and customer experience have a dominant
influence on customer satisfaction and that should be maintained.
While the brand image, customer value, excellent service and customer
experiences were at low level on customer loyalty that needs to be improved for better customer loyalty telecommunications industry in
South Sulawesi.

Keywords: Brand Image, Customer Value, Excellent Service,
Customer Experience, Customer Satisfaction, Customer
Loyalty