BRAND IMAGE MEDIATES THE EFFECT OF PRODUCT QUALITY ON CONSUMER LOYALTY

ABSTRACT : The development of information technology in this era can no longer be avoided, one of which is in the field of education. Global demands require the world of education to always and constantly adapt technological developments to efforts in improving the quality of education, especially adjusting its use for the world of education, especially in the learning process. The aims of this study are (1) to explain the effect of product quality on customer loyalty of iPhone customers in Denpasar. (2) To explain the effect of product quality on the brand image of iPhone customers in Denpasar. (3) To explain the effect of brand image on customer loyalty on iPhone customers in Denpasar. (4) To explain the role of brand image in mediating the relationship between product quality and customer loyalty among iPhone customers in Denpasar. The data used are primary data, with a total of 130 observation points. The results showed that Product Quality has a positive and significant effect on customer loyalty; Product Quality has a positive and significant effect on Brand Image; Brand Image has a positive and significant effect on Customer Loyalty and Brand Image is a mediating variable for the effect of Product Quality on Loyalty of iPhone customers in Denpasar

KEYWORDS: Brand Image, Product Quality, Consumer Loyalty