The Influence of Satisfaction and Brand Image on Consumer Loyalty: Study on Cinema Industry in Jakarta Province, Indonesia

The purpose of this study was to examine the direct effect of satisfaction and brand image on consumer loyalty in the cinema industry in Jakarta. Several previous studies that support customer satisfaction and brand image directly influence the loyalty has been demonstrated. Therefore, the research design is causality. The population of this research is the consumer who has ever watched in cinemas by name Gading XXI or Blitz Megaplex in Jakarta and was waiting to watch it again. The sample was 100 consumers. Data used in this study of primary data through questionnaires. The sampling technique is non-probability sampling, namely convenience sampling. Analytical tools used are statistical multiple linear regression. The results of economentic test consists of test for normality, autocorrelation, heteroskedasticity and multicollinearity stated that all tests are met, so that the linear regression analysis are met, so that the multiple linear regression analysis can proceed. The results of the analysis stated that impact of consumer satisfaction and brand image on consumer loyalty is significant, the effect is 0.456 and 0.335. Research results comes with a discussion of the strategic solution from the results of descriptive statistical analysis.