PENGARUH BRAND IDENTIFICATION, SERVICE QUALITY, ETHICS DAN CUSTOMER SATISFACTION SEBAGAI MEDIASI DAN DAMPAKNYA TERHADAP BRAND LOYALTY PADA BRAND SAMSUNG DI JAKARTA
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand identification, service quality, dan ethics terhadap brand loyalty dengan customer satisfaction sebagai variabel mediasi pada pengguna Samsung di Jakarta. Data dikumpulkan melalui kuesioner online dengan total 101 responden. Teknik analisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa brand identification dan service quality berpengaruh signifikan terhadap brand loyalty, sedangkan ethics tidak memberikan pengaruh langsung. Selain itu, customer satisfaction terbukti memediasi hubungan antara service quality dan brand loyalty. Temuan ini memberikan kontribusi dalam strategi pemasaran Samsung untuk meningkatkan loyalitas merek melalui kualitas layanan dan kepuasan pelanggan.
This study aims to analyze the influence of brand identification, service quality, and ethics on brand loyalty, with customer satisfaction as a mediating variable among Samsung users in Jakarta. Data were collected through an online questionnaire with a total of 101 respondents. The analysis technique employed Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that brand identification and service quality significantly affect brand loyalty, while ethics has no direct influence. Furthermore, customer satisfaction is proven to mediate the relationship between service quality and brand loyalty. These findings contribute to Samsung's marketing strategies to enhance brand loyalty through service quality and customer satisfaction.
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