The Analysis Effect of Brand Identity and Brand Image toward Brand Satisfaction and Brand Loyalty of Chocolate Product in Samarinda

This study aims to analyze the effect of brand identity and image on satisfaction loyalty silverqueen chocolate products in Samarinda City. A quantitative approach using path analysis processed with IBM SPSS 23 software Structural Equation Modeling (SEM) AMOS 5 software. total 132 respondents who had consumed Silverqueen were samples this study. The measurement scale uses a Likert score 1 - 5. In beginning, validity reliability tests are carried out research instrument, then estimation structural model fit conducted. results showed that significant no loyalty. Likewise, has state variables affect will not automatically encourage