Analysis of the Effect of Service and Image on Customer Satisfaction and their Impact on Customer Loyalty of PT. PLN (PERSERO) UIW ACEH

This research aims to test the Satisfaction role as Mediation on the Service and Image effect on Customer Loyalty at PT PLN (Persero) UIW Aceh. The population was all customers of PT PLN (Persero) UIW Aceh. The sample used was 240 people. Data were tested through Structural Equation Modeling (SEM). The result reveals that Service affects the Satisfaction of PT. PLN (Persero) UIW Aceh customers; Image affects the satisfaction of PT. PLN (Persero) UIW Aceh customers; Service affects Loyalty of PT. PLN (Persero) UIW Aceh customers; Image affects Loyalty of PT. PLN (Persero) UIW Aceh customers; Satisfaction affects Loyalty of PT. PLN (Persero) UIW Aceh customers; Satisfaction partially mediates the service effect on loyalty at PT. PLN (Persero) UIW Aceh customers; and Satisfaction fully mediates the Image effect on Loyalty of PT. PLN (Persero) UIW Aceh customers. This fact proves the model of increasing customer loyalty at PT. PLN (Persero) UIW Aceh is a function of improving service capabilities and improving the corporate image of PT. PLN (Persero) UIW Aceh, that will have an impact on improving the function of customer satisfaction.