HUBUNGAN BRAND IMAGE DAN KUALITAS JASA DENGAN LOYALITAS KONSUMEN ELFA MUSIC SCHOOL CABANG ANTAPANI BANDUNG

Abstract

This study aims to examine the response of consumers on brand image and service quality on customer loyalty in Elfa Music School of Bandung. Preliminary data of the observation of this study indicate that the number of consumers Elfa Music School (EMS) has increased. Whereas, Elfa Music School (EMS) course prices tend to increase year by year. The condition is contrary to the theory of demand which reveals that "if the price rises, the demand will decrease." Based on gap between the phenomenon and the theory, the authors assumed that the increase in demand, in this case the consumer loyalty in Elfa Music School (EMS) is not affected by the price, but is influenced by other variable, those are brand image and quality of services provided by EMS. The results showed that brand image and quality of services have a relationship with customer loyalty, so it can be said that the increase in consumer EMS does not occur because of the price, but because of the image of the brand and the quality of service provided by EMS. The authors also made some recommendations.