Pengaruh Citra Merek dan Persepsi Kualitas terhadap Loyalitas Pelanggan Melalui Kepuasa Pelanggan pada Burger King Selama Pandemi Covid-19: Studi Pada Burger King di Sidoarjo

This study aims to determine the effect of brand image and perceived quality on customer loyalty through satisfaction. research was conducted at Burger King Sidoarjo in 2022. type is quantitative with 100 respondents sampling technique used purposive technique, namely by giving certain criteria sample. Data collection techniques were carried out means questionnaires. The analytical this path analysis SPSS25 for Windows. results indicate that partially does not have a significant satisfaction while has effect, then no loyalty, effect. In addition, cannot mediate can loyalty.
 Keywords: Brand Image;Customer Satisfaction;Customer Loyalty;Perceived Quality