The Influence Of Brand Image And Product Quality On Loyalty Through Customer Satisfaction As An Intervening Variable For Customers Of Almeeraakyla Pekanbaru

Authors

  • Silvi Permata Putri Faculty of Business Economics, Islamic University of Riau
  • Syaefulloh Syaefulloh Faculty of Economics and Business, Islamic University of Riau

DOI:

https://doi.org/10.38035/dijefa.v5i5.3602

Keywords:

Brand image, Product quality, Consumer satisfaction, Customer loyalty.

Abstract

The research aims to understand: (1) The influence of brand image on customer loyalty with consumer satisfaction, (2) The influence of product quality on customer loyalty with consumer satisfaction, (3) The influence of brand image on customer loyalty, (4) The influence of product quality on consumer loyalty, and (5) The influence of consumer satisfaction on customer loyalty. The method of this research activity is quantitative. The population in this research activity is consumers who buy and consume Almeeraakayla products in Pekanbaru City with a sample of 100 people. The technique used in analyzing the data is Path analysis. With the results of the research, namely the Brand Image variable (X1) has a positive and significant influence on customer loyalty (Y) through consumer satisfaction (Z). The Product Quality variable (X2) has a positive and significant influence on customer loyalty (Y) through consumer satisfaction (Z). The Brand Image variable (X1) has a positive and significant influence on customer loyalty (Y). The Product Quality variable (X2) has a positive and significant influence on customer loyalty (Y)

References

Arli, D., & Tjiptono, F. (2014). The end of religion? Examining the role of religiousness, materialism, and long-term orientation on consumer ethics in Indonesia. Journal of business ethics , 123 , 385-400.

Arumsari, D., & Khasanah, I. (2012). Analysis of the influence of product quality, price and promotion on purchasing decisions for Aqua brand bottled drinking water (AMDK) (Study on Consumers of Bhakti Mart KPRI Bhakti Praja Store, Central Java Province) (Doctoral dissertation, Faculty of Economics and Business).

Berríos-Torres, SI, Umscheid, CA, Bratzler, DW, Leas, B., Stone, EC, Kelz, RR, ... & Healthcare Infection Control Practices Advisory Committee. (2017). Centers for disease control and prevention guideline for the prevention of surgical site infections, 2017. JAMA surgery , 152 (8), 784-791.

Bungin, B. (2013). Social & Economic Research Methodology: Quantitative and Qualitative Formats for the Study of Sociology, Public Policy, Communication, Management, and Marketing.

Darma, MB, Effendi, S., & Juari, AAT (2018). The influence of brand image and customer satisfaction on cosmetic customer loyalty. Journal of Management Science Research , 2 (1), 1-8.

Ernawati, D. (2019). The influence of product quality, product innovation and promotion on purchasing decisions for Hi Jack sandals Bandung products. JWM (Journal of Management Insights) , 7 (1), 17-32.

Hartono, R., Heryanto, H., Wardalia, W., Rusdi, R., Dwiyasa, N., & Tama, TY (2021). Biodiesel From Nyamplung Seed Oil By Esterification-Transesterification. JOURNAL OF PROCESS INTEGRATION , 10 (1), 53-56.

Hurriyati, R. (2015). Marketing mix and consumer loyalty: Focus on banking credit card consumers.

Indrasari, M. (2019). MARKETING AND CUSTOMER SATISFACTION: marketing and customer satisfaction . unitomo press.

Kotler, P. and Keller, KL (2016) Marketing Management (15th Edition). Harlow: Pearson

Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing . Pearson Higher Education AU.

Kotler, P., Keller, K.L., & Ang, S.H. (2018). Marketing management: an Asian perspective . Pearson.

Kurniani, AT, & Priansa, DJ (2017). SWOT Analysis as a Basis for Formulating Marketing Strategy (Case Study on Indihome Products of PT. Telekomunikasi Indonesia Witel Solo). EProceedings of Applied Science , 3 (2).

Sangadji, S. (2016). Implementation of cooperative learning with group investigation model to improve learning Achievement of vocational school students in Indonesia. International Journal of Learning and Development , 6 (1), 91-103.

Setyowati, FA, & Trianasari, N. (2020). Analysis of Factors Influencing Wardah in Indonesia Analysis Factor Influencing Customer Loyalty. E-Proceeding Of Management , 7 (1), 29-36.

Sugiyono. 2018. Quantitative, Qualitative, and R&D Research Methods, Alfabeta Publisher, Bandung

Tjiptono, Fandy (2015) Marketing Strategy 4th Edition. Yogyakarta: Andi

Downloads

Published

2024-11-05

How to Cite

Permata Putri, S., & Syaefulloh , S. . (2024). The Influence Of Brand Image And Product Quality On Loyalty Through Customer Satisfaction As An Intervening Variable For Customers Of Almeeraakyla Pekanbaru. Dinasti International Journal of Economics, Finance &Amp; Accounting, 5(5), 4755–4765. https://doi.org/10.38035/dijefa.v5i5.3602

Issue

Vol. 5 No. 5 (2024): Dinasti International Journal of Economics, Finance & Accounting (November - December 2024)

Section

Articles

License

Copyright (c) 2024 Silvi Permata Putri, Syaefulloh Syaefulloh

Creative Commons License

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

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).