THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND PRICE PERCEPTION ON CONSUMER SATISFACTION AND LOYALTY

Marketing competition in the digital era is currently getting tighter, with various products offered to the public with various product qualities and creative innovations. This makes it the basis for MSME actors to have strong competitiveness by making new innovations and expanding marketing networks and strengthening brand image in facing competition in the market. This study uses a quantitative approach, namely by collecting primary data obtained through the questionnaire distribution method. According to Sugiyono (2013: 13), quantitative research methods can be interpreted as research methods based on the philosophy of positivism, used to research certain populations or samples. Based on the results of the discussion of the relationship between the variables studied, namely Brand Image, Product Quality, Price Perception, Customer Satisfaction, and Loyalty, the following conclusions can be drawn: 1. Brand image has a positive and significant effect on customer satisfaction, meaning that the better the brand image of a product, the higher the customer satisfaction. 2. Product quality has a positive and significant effect on customer satisfaction, which means that the better the product quality, the higher the level of customer satisfaction. 3. Price perception has a positive and significant effect on customer satisfaction, meaning that if price perception is good in the eyes of customers, it will increase the level of customer satisfaction. 4. Customer satisfaction has a positive and significant effect on loyalty, meaning that if the level of customer satisfaction is high, the level of customer loyalty will also be high. 5. Brand image has a positive and significant indirect effect on customer loyalty, meaning that the better the brand image of a product, the higher the loyalty. 6. Product quality has a positive and significant indirect effect on loyalty, meaning that the better the product quality, the higher the customer loyalty. 7. Price perception has a positive and significant indirect effect on ...