ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPERAN BRAND IMAGE DAN KUALITAS PELAYANAN DALAM MEMEDIASI PENGARUH HARGA TERHADAP LOYALITAS PELANGGAN TELKOMSEL DI KOTA PALU |
| Nama: GRISELDA SAVILA |
| Tahun: 2025 |
| Abstrak This study aims to analyze the role of brand image and service quality in mediating the effect of price on customer loyalty for Telkomsel in Palu City. The research employs a quantitative method. The population of this study consists of Telkomsel customers in Palu City, with a sample size of 100 respondents. The results indicate that the brand image variable does not have a significant effect on customer loyalty, nor does the price variable significantly affect service quality. However, the price variable significantly influences customer loyalty, as does the service quality variable, which significantly affects customer loyalty. Additionally, the price variable significantly influences the brand image variable. Furthermore, price mediated by brand image and service quality does not significantly affect customer loyalty. |