PERAN CUSTOMER SATISFACTION MEMEDIASI PENGARUH BRAND IMAGE DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY - Prasatya, Kadek Ogi; Sukaatmadja, I Putu Gde (E-Jurnal Manajemen; Vol 13 No 12 (2024)DO - 10.24843/EJMUNUD.2024.v13.i12.p04, 2024)
Bisnis ritel berkembang dengan sangat cepat, menghasilkan kompetisi makin ketat. Strategi yang tepat membangun loyalitas pelanggan terhadap perusahaan. Menciptakan brand image dan service quality yang baik dapat berdampak terhadap meningkatnya kepuasan pelanggan dan pelanggan menjadi semakin loyal terhadap perusahaan. Tujuan penelitian ini mempelajari bagaimana kepuasan pelanggan mempengaruhi citra merek dan kualitas layanan pada loyalitas pelanggan di Coco Mart Kuta Selatan. Studi ini melibatkan 100 orang di Kecamatan Kuta Selatan dengan menggunakan metode purposive sampling . Pengumpulan data dengan google form dan dianalisis menggunakan teknik analisis deskriptif dan analisis partial least square . Hasil penelitian memperlihatkan citra merek memberi pengaruh positif serta signifikan pada loyalitas pelanggan. Kualitas layanan memberi pengaruh tidak signifikan pada loyalitas pelanggan. Citra merek memberi pengaruh positif dan signifikan pada kepuasan pelanggan. Kualitas layanan memberi pengaruh positif dan signifikan pada kepuasan pelanggan. Kepuasan pelanggan memberi pengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan memediasi secara penuh pengaruh citra merek terhadap loyalitas pelanggan. Kepuasan pelanggan memediasi secara penuh pengaruh kualitas layanan terhadap loyalitas pelanggan. Menurut penelitian ini, kepuasan pelanggan penting meningkatkan pengaruh image merek dan kualitas layanan pada loyalitas pelanggan.   The retail sector has expanded swiftly, resulting in heightened competition. Consequently, the corporation must implement strategies to cultivate customer loyalty. Creating a good brand image and service quality can have an impact on increasing customer satisfaction and customers become more loyal to the company. The objective of this research was to investigate the role of customer satisfaction as a mediator between the effects of service quality and brand image on customer loyalty at Coco Mart in South Kuta. This research, performed in the South Kuta District, had one hundred participants using purposive sampling method. Data collection using google form and analyzed using descriptive analysis techniques and partial least square analysis. The findings indicate that brand image has a favorable and substantial impact on customer loyalty. The quality of service does not influence customer loyalty. Brand image has a favorable and substantial impact on customer satisfaction. The quality of service significantly and positively affects customer satisfaction. Customer satisfaction has a substantial and considerable impact on customer loyalty. Customer satisfaction serves as a partial mediator in the relationship between brand image and customer loyalty. The relationship between customer loyalty and service quality is wholly mediated by customer satisfaction. customer loyalty is crucial for enhancing the influence of service quality and brand image in fostering customer loyalty, as shown by the study's results