The Effect of Product Quality, Service, Brand Image, and Availability on Customer Loyalty with Satisfaction as a Mediation Variable (Study at Astra Isuzu Harapan Indah)
DOI:
https://doi.org/10.38035/dijefa.v6i4.5105Keywords:
Customer Loyalty, After-Sales Service, Commercial Vehicles, Automotive Industry, SEM-PLSAbstract
This study examines the effect of product quality, service quality, brand image, and spare part availability on customer loyalty, with customer satisfaction as a mediating variable. The research involved customers of Dealer AI Harapan Indah who had used its services and purchased spare parts in the past two years. A quantitative approach was applied using purposive sampling of 300 respondents, and data were analyzed with the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. The results indicate that product quality (p-value= 0.000), service quality (p-value = 0.004), brand image (p-value = 0.010), and spare part availability (p-value = 0.001) have significant positive effects on customer satisfaction. Customer loyalty is directly influenced by product quality (p-value = 0.026) and customer satisfaction (p-value = 0.004), while spare part availability, service quality, and brand image affect loyalty indirectly through satisfaction. Product quality is the most dominant factor in shaping loyalty, aligning with commercial vehicle users’ emphasis on reliability and durability. These findings underscore the importance of improving product reliability, ensuring consistent after-sales service, maintaining brand perception, and securing sustainable spare part availability to strengthen long-term customer loyalty.
References
Aaker, D. A. (1996). Building strong brands. Free Press.
Alalawin, A., Arabiyat, L. M., & Alalaween, W. (2021). Forecasting vehicle’s spare parts price and demand. Journal of Quality in Maintenance Engineering, 27(3), 483–499. https://doi.org/10.1108/JQME-03-2020-0019
Balinado, J. R., Prasetyo, Y. T., Young, M. N., Persada, S. F., Miraja, B. A., & Perwira Redi, A. A. N. (2021). The effect of service quality on customer satisfaction in an automotive after-sales service. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), Article 116. https://doi.org/10.3390/joitmc7020116
Chandel, J. K., & Mohiuddin, S. A. (2023). The drivers of customer satisfaction and loyalty in automotive aftermarket industry. International Journal of Business Excellence, 29(3), 351–364. https://doi.org/10.1504/IJBEX.2023.129101
Deloitte. (2023). Global Automotive Consumer Study. Deloitte Insights. https://www2.deloitte.com/global/en/pages/consumer-business/articles/global-automotive-consumer-study.html
GAIKINDO. (2024). Laporan penjualan kendaraan Indonesia 2023. Gabungan Industri Kendaraan Bermotor Indonesia. https://www.gaikindo.or.id
González, A. G. (2015). Service quality and repurchase behaviour in the Spanish automotive after-sales business. Journal of Relationship Marketing, 14(3), 204–215. https://doi.org/10.1080/15332667.2015.1069456
Jullien, B. (2002). Consumer vs. manufacturer or consumer vs. consumer? The implications of a usage analysis of automobile systems. Industry and Innovation, 9(4), 365–384. https://doi.org/10.1080/10245290212674
Nguyen, S. N. T., & Luu, T.-M. N. (2024). Customers perceive service quality, satisfaction and loyalty: The case of passenger transport service by car in Northern Vietnam. International Journal of Religion and Mission, 5(11), 9116–9128. https://doi.org/10.61707/68dhbg35
Nguyen, S. N. (2025). The impact of digital communication on customer loyalty through the relationship between brand and customer, and customer citizenship behavior. International Review of Management and Marketing, 15(2), 77–84. https://doi.org/10.32479/irmm.17858
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.1177/00222429990634S105
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Qiao, G., Chen, H., Li, G., Liu, H., & Wang, X. (2024). The role of filial piety in filial tourism: An intergenerational analysis of decision-making. Asia Pacific Journal of Tourism Research, 1–15. https://www.tandfonline.com/doi/abs/10.1080/10941665.2024.2362199
Rehman, M., Tong, Z., & Hussain, T. (2025). Influence of consumer satisfaction on brand allegiance: An empirical investigation in Pakistan’s safety and luxury automobile sector. Acta Psychologica, 252, 104667. https://doi.org/10.1016/j.actpsy.2024.104667
Shende, V. (2014). Analysis of research in consumer behavior of automobile passenger car customer. International Journal of Scientific and Research Publications, 4(2), 1–8. https://www.ijsrp.org/research-paper-0214/ijsrp-p2670.pdf
Sikombe, S. (2025). Investigating after-sales service, customer satisfaction and word-of-mouth nexus: Evidence from a branded car dealership. International Journal of Business Forecasting and Marketing Intelligence, 10(2), 199–213. https://doi.org/10.1504/IJBFMI.2025.145289
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Muhammad Irfan Rizki, Fansuri Munawar
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:
- The copyright on each article belongs to the author(s).
- 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).
- 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).
