Pengaruh dari Brand Image dan Product Quality melalui Customer Satisfaction sebagai Variabel Mediator terhadap Customer Loyalty
The main key to the success of a business or company is none other than customer loyalty. So, the increase in customer loyalty needs to be considered. However, it is necessary to understand in advance what factors can affect the increase in customer loyalty. Customer loyalty can be influenced by several factors, including brand image, product quality, and customer satisfaction. In this research, we will discuss the influence of brand image and product quality on customer loyalty through customer satisfaction as a mediating variable for Shell fuel customers in Jakarta. Sampling using non-probability sampling with a purposive method to obtain appropriate characteristics for researchers. Respondents were 200 Shell fuel customers aged 17 - 50 years and over. The data analysis technique uses structural equation modeling. The results of this study indicate that brand image and product quality have a positive effect on customer loyalty. For the variable customer satisfaction, it can partially mediate brand image and product quality towards customer loyalty. Kunci utama dari kesuksesan suatu bisnis atau perusahaan tidak lain adalah kesetiaan daripada pelanggan. Maka, peningkatan terhadap kesetiaan pelanggan perlu untuk diperhatikan. Namun, perlu dipahami terlebih dahulu faktor-faktor apa saja yang dapat mempengaruhi peningkatkan kesetiaan pelanggan tersebut. Customer loyalty dapat dipengaruhi oleh beberapa faktor antara lain seperti brand image, product quality, dan customer satisfaction. Dalam penelitian ini akan dibahas mengenai pengaruh pengaruh dari brand image dan product quality terhadap customer loyalty melalui customer satisfaction sebagai varibel mediasi pada konsumen BBM Merk Shell di Jakarta. Pengambilan sample menggunakan non-probability sampling dengan metode purposive untuk mendapatkan karakterisik yang sesuai bagi peneliti. Responden merupakan pelanggan BBM Merk Shell berusia 17 – 50 tahun ke atas sebanyak 200 responden. Teknik analisa data menggunakan pemodelan persamaan struktural. Hasil dari penelitian ini memperlihatkan bahwa brand image dan product quality berpengaruh secara positif terhadap customer loyalty. Untuk variabel customer satisfaction dapat memediasi secara parsial brand image dan product quality terhadap customer loyalty.