Thipurpose of this research was to determine the effect of product quality
and brand image on customer loyalty with customer satisfaction as intervening
variable.Population in this research is student of Oppo smartphone user in
Purwokerto. The number of sample of this research was 102 respondents taken
usings purposive sampling technique is sample determination method based on
certain criteria. Instrument testing is done by validity test, reliability test, and
classical assumption test and hypothesis testing using multiple regression
analysis, coeffeicient of determination, F test, t test, and Sobel test. Based on the
results of the analysis showthat product quality has a significant positive effect on
customer satisfaction and customer loyalty, brand image has no significant effect
on customer satisfaction and customer loyalty. Simultaneously product quality
and brand image has a significant positive effect on customer satisfaction.
Product quality, brand image and customer satisfaction simultaneously has a
significant positive effect on customer loyalty. The results on the sobel test show
that customer satisfaction can not mediate product quality on customer loyalty,
customer satisfaction can not mediate the brand image to loyalty.