Pengaruh dari Brand Image dan Product Quality melalui Customer Satisfaction sebagai Variabel Mediator terhadap Customer Loyalty

Eric Cantona
| Abstract views: 220 | views: 119

Abstract

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.

Keywords

Brand Image; Product Quality; Customer Satisfaction; Customer Loyalty

Full Text:

PDF

References

AutoExpose. (2016, October). Pilih Pertamax apa Shell Super? Cek Perbandingannya - AutoExpose. Retrieved from https://www.autoexpose.org/2016/10/mana-pilihan-anda-pertamax-atau-shell.html

Chang, N. J., & Fong, C. M. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African journal of business management, 4(13), 2836-2844.

Chumpitaz, R., & Paparoidamis, N. G. (2004). Service quality and marketing performance in business‐to‐business markets: exploring the mediating role of client satisfaction. Managing Service Quality: An International Journal.

Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68.

Davies, G., & Chun, R. (2002). Gaps between the internal and external perceptions of the corporate brand. Corporate reputation review, 5(2-3), 144-158.

Davies, G., Chun, R., Da Silva, R. V., & Roper, S. (2003). Corporate reputation and competitiveness. Psychology Press.

Hair, J., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: Indeed A Silver Bullet. The Journal of Marketing Theory and Practice, 19(2), 139-151.

Henseler, J., Ringle, C., & Sinkovics, R. (2009). The Use of Partial Least Square Path Modeling in International Marketing. Advances in International Marketing, 20, 277-319

Hur, W. M., Moon, T. W., & Jung, Y. S. (2015). Customer response to employee emotional labor: the structural relationship between emotional labor, job satisfaction, and customer satisfaction. Journal of Services Marketing.

Ismail, A. R., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management: An International Journal.

Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science, 1(7), 253-260.

Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing.

Kianpour, K., Jusoh, A., & Asghari, M. (2014). Environmentally friendly as a new dimension of product quality. International Journal of Quality & Reliability Management.

Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail & Distribution Management.

Malhotra, N. K. (2010). Marketing Research: An Applied Orientation. Pearson Pretince Hall

Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of services marketing.

Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270.

Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China.

Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of marketing, 27(9), 19-35.

Shell Indonesia. (n.d.). Aktivitas kami. Retrieved from https://www.shell.co.id/in_id/tentang-kami/what-we-do.html

Shell Indonesia. (n.d.). Shell Regular. Retrieved from https://www.shell.co.id/in_id/pengendara-bermotor/bahan-bakar-shell/shell-regular.htmhttps://www.shell.co.id/in_id/tentang-kami/the-shell-brand.html

Suki, J. S. N. M., & Sasmita, J. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.

Tu, Y. T., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.

Wood, L. (2000). Brands and brand equity: definition and management. Management decision.

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.