Determination of Consumer Satisfaction and Consumer Loyalty: An Analysis of Brand Image, Service Quality, Promotion and Price

Abstrak

This research aims to help hypothesize for future authors in determining research related to Marketing Management. The research article Determination of Consumer Satisfaction and Consumer Loyalty: Analysis of Brand Image, Service Quality, Promotion and Price is a scientific literature article within the scope of marketing management. The approach used in this literature review research is descriptive qualitative. The data collection technique is to use literature studies or conduct literature reviews of relevant previous articles. The data used in this study are secondary data, which are sourced from academic online media such as Thomson Reuters Journals, Sage, Springer, Taylor & Francis, Scopus Emerald, Elsevier, Sage, Springer, Web of Science, Sinta Journals, DOAJ, EBSCO, Google Scholar and digital reference books. In previous studies, 1 relevant previous article was used to review each independent variable. The results of this literature review article are: 1) Brand Image affects Customer Satisfaction; 2) Service quality affects customer satisfaction; 3) Promotion affects customer satisfaction; 4) Price affects customer satisfaction; 5) Brand Image affects Consumer Loyalty; 6) Service Quality affects Consumer Loyalty; 7) Promotion has an effect on Consumer Loyalty; and 8) Price has an effect on Consumer Loyalty.