ANTESEDEN DAN LUARAN DARI KEPUASAN PELANGGAN

Abstract

The research objective is to analyze customers satisfaction of “Nova” VCO brand product in the Surabaya area counters or retails. The customers have been bought the product during the research periods. The data analyzed by SEM (Structural Equation Modeling) approach through AMOS program. The result show that: 1.  There is no influence of  Customer Value factor to Customer Satisfaction of “Nova” VCO brand product;  2.  There is positive influence of store image factor to Customer Satisfaction of “Nova” VCO brand product 3) Customer Satisfaction have a positive influence to Customer Loyalty of “Nova” VCO brand product.