The Role of Consumer Satisfaction in Mediating Service Quality and Brand Image on Consumer Loyalty

Authors

  • Ramdani Bayu Putra Universitas Putra Indonesia YPTK Padang
  • Fitri Yeni Universitas Putra Indonesia YPTK Padang
  • Hasmaynelis Fitri Universitas Putra Indonesia YPTK Padang
  • Noftalia Hutapea

DOI:

https://doi.org/10.33506/sl.v9i2.970

Keywords:

Capital Market Reaction, Election, Abnormal Return, Trading Volume Activity

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis peran kepuasan kerja dalam memediasi pengaruh kualitas layanan dan citra merek terhadap loyalitas konsumen di Toko Sepatu Padang Holic. Populasi dan sampel penelitian adalah 80 konsumen Holic Shoes Shop Padang. Teknik pengumpulan sampel menggunakan metode sensus dengan model penelitian Structural Equation Modeling (SEM) dengan alat uji analisis menggunakan perangkat lunak SmartPLS 3. Hasil penelitian menyimpulkan bahwa kualitas layanan dan kepuasan pelanggan adalah faktor yang mempengaruhi loyalitas pelanggan. Sedangkan citra merek bukan merupakan faktor yang dapat mempengaruhi dan menentukan loyalitas pelanggan. Temuan lain juga menunjukkan bahwa kualitas layanan juga merupakan faktor yang mempengaruhi kepuasan pelanggan, sedangkan citra merek masih merupakan faktor yang tidak mempengaruhi kepuasan konsumen. Untuk efek tidak langsung, kualitas layanan mempengaruhi loyalitas pelanggan melalui kepuasan pelanggan sementara citra merek tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan.

 

The purpose of this study is to analyze the role of job satisfaction in mediating the effect of service quality and brand image on consumer loyalty at the Holic Padang Shoe Store. The population and sample of the study were 80 consumers of Holic Padang Shoes Shop. The sample collection technique is used the census method with Structural Equation Modeling (SEM) research models with SmartPLS software tools. The results of the study concluded that service quality and customer satisfaction are factors that influence customer loyalty. While brand image is not a factor that can influence and determine customer loyalty. Other findings also indicate that service quality is also a factor influencing customer satisfaction, while brand image is still a factor that does not affect consumer satisfaction. For indirect effects, service quality affects customer loyalty through customer satisfaction while brand image does not have a significant effect on customer loyalty through customer satisfaction.

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https://ekonomi.bisnis.com/

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Published

2020-06-30

How to Cite

Bayu Putra, R., Yeni, F., Fitri, H., & Hutapea, N. (2020). The Role of Consumer Satisfaction in Mediating Service Quality and Brand Image on Consumer Loyalty. SENTRALISASI, 9(2), 108–119. https://doi.org/10.33506/sl.v9i2.970

Issue

Vol. 9 No. 2 (2020): Sentralisasi

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Articles

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