Analysis of Factors Affecting Customer Loyalty with Customer Satisfaction as an Intervening Variable on Indomie Products in Superindo Bekasi Regency
DOI:
https://doi.org/10.31933/dijms.v5i3.2175Keywords:
Consumer Loyalty, Brand Image, Product Quality, Promotion, Consumer SatisfactionAbstract
This study set out to ascertain, using customer satisfaction as an intervening variable, the impact of the independent variables—such as brand image, product quality, and promotion—on the dependent variable of consumer loyalty. This study was carried out in the Bekasi Regency's Superindo. This study employed a quantitative methodology. Primary data obtained through a questionnaire were used in this investigation. The Accidental Sampling technique was the sampling strategy employed in this investigation. The population under investigation comprises all Superindo clients. 221 respondents served as samples for this study, which was determined by using the table that Isaac and Michael created to determine the number of samples. The analysis process makes use of path analysis, multiple linear regression analysis, and descriptive quantitative analysis. The data was processed using SPSS version 25, a programme for data analysis. The results of the study indicate that brand image, product quality, and promotion all positively and significantly affect consumer satisfaction, either simultaneously or in part. In Superindo Bekasi Regency, these factors also positively and significantly affect customer loyalty to Indomie products.
References
Andi, D. & Elvira, V. (2021). Persaingan Ketat Produk Konsumer, Ada Indomie, So Klin dan Mie Sedap. Business Insight Kontan. https://insight.kontan.co.id/news/persaingan-ketat-produk-konsumer-ada-indomie-so- klin-dan-mie-sedaap
Antara, I. M. R. S., & Rastini, N. M. (2022). The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction Car Rental Service. European Journal of Business and Management Research, 7(2), 223-226.
Chiguvi, D., & Guruwo, P. T. (2017). Impact of customer satisfaction on customer loyalty in the banking sector. International Journal of Scientific Engineering and Research (IJSER), 5(2), 55-63.
Chinomona, R., Okoumba, L., and Pooe, D. (2013). The Impact of Product Quality on Perceived Value, Trust and Students’ Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences MCSER Publishing, 4(14).
Cuong, D. T., & Khoi, B. (2019). The Effect of Brand Image and Perceived Value on Satisfaction and Loyalty at Convenience Stores in Vietnam. Jour of Adv Research in Dynamical & Control Systems, 11(8), 1446-1454
FoEh, J.E.H.J., Adler Haymans Manurung, Florentina Kurniasari, Tipri Rose Kartika, Sandra Yunita. (2022). Factors that Influence Purchase on Cinema Online Tickets Using Tix-Id Application, through Buying Interest. WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT.DOI: 10.37394/232015.2022.18.2
FoEh, J. E. H. J., & Papote, E. (2021). Analisis Faktor-Faktor Yang Mempengaruhi Kinerja Anggota Direktorat Lalu Lintas Kepolisian Daerah Nusa Tenggara Timur. Ultima Manajemen, 10(2), 1–94.
FoEh, J. E. H. J., & Soetandy, H. (2018). Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas Dan Loyalitas Merek Terhadap Keputusan Pembelian Susu Ultra Pada Remaja Di Wilayah Jatiasih Kota Bekasi. Jurnal Ilmiah Manajemen, 8(1), 1–10.
Hartono, S.H (2019). Studi: Konsumsi Makanan Siap Saji di Indonesia Meningkat, 28% Kalori Orang Kota Berasal dari Junk Food. GridHealthID. Retrieved from https://health.grid.id/read/351930138/studi-konsumsi-makanan-siap-saji-di indonesia-meningkat-28-kalori-orang-kota-berasal-dari-junk-food?page=all
Hurriyati, R. (2015). Bauran Pemasaran & Loyalitas Konsumen. Bandung: Alfabeta.
Ihsan, D.N. (2020). Ini Bukti Orang Indonesia Suka Makan Mie Instan. SoloPos. Retrieved from https://www.solopos.com/ini-bukti-orang-indonesia-suka-makan-mi-instan- 1050643
Irhandi, I. G. N. G. G., Agung, A. A. P., & Sapta, I. K. S. (2021). THE EFFECT ON PRODUCT QUALITY AND PROMOTION ON THE BRAND IMAGE IN REALIZING THE BRAND LOYALTY HATTEN WINES IN DENPASAR. INTERNATIONAL JOURNAL OF SUSTAINABILITY, EDUCATION, AND GLOBAL CREATIVE ECONOMIC (IJSEGCE), 4(2), 58-72.
Kataria, S., & Saini, V. (2019). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. South Asian Journal of Business Studies, 9(1), 62-87.
Kotler, P., & Armstrong, G. (2015). Marketing an Introducing Prentice Hall twelfth edition (12th ed.). England: Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th edition (15th ed.). New Jersey: Pearson Pretice Hall, Inc. England: Pearson Education Limited.
Putra, E. (2019). The influence of promotion and brand image toward purchase decision of Honda Vario. Jurnal Apresiasi Ekonomi, 7(1), 121-130.
Rahmayanty, N. (2013). MANAJEMEN PELAYANAN PRIMA?: Mencegah Pembelotan Dan Membangun Customer Loyality. Yogyakarta: Graha Ilmu.
Rai, A. K., & Medha, S. (2013). The antecedents of customer loyalty: An empirical investigation in life insurance context. Journal of competitiveness, 5(2), 139-163.
Rusandy, D. S. (2018). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Yang Dimediasi Kepuasan Pelanggan Pada Rumah Makan Titin Trenggalek. Jurnal Riset Inspirasi Manajemen Dan Kewirausahaan, 2(1), 1
Saleem, S., & Omar, R. M. (2015). Measuring customer based beverage brand equity: Investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty.
Sangadji, E. M., & Sopiah. (2016). Salesmanship?: Kepenjualan. Jakarta: Bumi Aksara. Solihin, D., Ahyani, A., & Setiawan, R. (2021). The Influence of Brand Image and Atmosphere
Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables. International Journal of Social Science and Business, 5(2), 262- 270.
Suastini, I. A. K. S., & Mandala, K. (2019). Pengaruh Persepsi Harga, Promosi Penjualan, Dan Citra Merek Terhadap Kepuasan Untuk Meningkatkan Loyalitas Pelanggan. E- Jurnal Manajemen, 8(1), 7044
Ta?k?n, Ç., Emel, G. G., Karadamar, A. A., & Memi?, N. ( Among The Antecedents Of Brand Loyalty: A Research On An Apparel Brand. International E-Journal of Advances in Social Sciences, 2(5), 305-314.
Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (4th ed.). Yogyakarta: CV Andi Offset.
Usvela, E., Nurul, Q., & Wibowo, Y. G. (2019). Pengaruh BrandImage, Kepercayaan, Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Herbalife. Jurnal Manajemen Dan Bisnis Indonesia, 5(2), 300-312.
Yusuf Ali and FoEh, J.E.H.J., (2022). STRATEGY ANALYSIS OF IMPROVING THE SPIRIT OF COUNTRY DEFENSE MEMBERS OF THE SCOUTING MOVEMENT THROUGH SUSTAINABLE DEVELOPMENT OBJECTIVES. International Journal of Engineering Applied Sciences and Technology, Vol. 6, Issue 10, ISSN No. 2455-2143, Pages 322-331. Published Online February 2022 in IJEAST (http://www.ijeast.com)
Ziaullah, M., Feng, Y., & Akhter, S. N. (2014). E-Loyalty: The influence of product quality and delivery services on e-trust and e-satisfaction in China. International Journal of Advancements in Research & Technology, 3(10), 20-31.
Antara, I. M. R. S., & Rastini, N. M. (2022). The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction Car Rental Service. European Journal of Business and Management Research, 7(2), 223-226.
Chiguvi, D., & Guruwo, P. T. (2017). Impact of customer satisfaction on customer loyalty in the banking sector. International Journal of Scientific Engineering and Research (IJSER), 5(2), 55-63.
Chinomona, R., Okoumba, L., and Pooe, D. (2013). The Impact of Product Quality on Perceived Value, Trust and Students’ Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences MCSER Publishing, 4(14).
Cuong, D. T., & Khoi, B. (2019). The Effect of Brand Image and Perceived Value on Satisfaction and Loyalty at Convenience Stores in Vietnam. Jour of Adv Research in Dynamical & Control Systems, 11(8), 1446-1454
FoEh, J.E.H.J., Adler Haymans Manurung, Florentina Kurniasari, Tipri Rose Kartika, Sandra Yunita. (2022). Factors that Influence Purchase on Cinema Online Tickets Using Tix-Id Application, through Buying Interest. WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT.DOI: 10.37394/232015.2022.18.2
FoEh, J. E. H. J., & Papote, E. (2021). Analisis Faktor-Faktor Yang Mempengaruhi Kinerja Anggota Direktorat Lalu Lintas Kepolisian Daerah Nusa Tenggara Timur. Ultima Manajemen, 10(2), 1–94.
FoEh, J. E. H. J., & Soetandy, H. (2018). Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas Dan Loyalitas Merek Terhadap Keputusan Pembelian Susu Ultra Pada Remaja Di Wilayah Jatiasih Kota Bekasi. Jurnal Ilmiah Manajemen, 8(1), 1–10.
Hartono, S.H (2019). Studi: Konsumsi Makanan Siap Saji di Indonesia Meningkat, 28% Kalori Orang Kota Berasal dari Junk Food. GridHealthID. Retrieved from https://health.grid.id/read/351930138/studi-konsumsi-makanan-siap-saji-di indonesia-meningkat-28-kalori-orang-kota-berasal-dari-junk-food?page=all
Hurriyati, R. (2015). Bauran Pemasaran & Loyalitas Konsumen. Bandung: Alfabeta.
Ihsan, D.N. (2020). Ini Bukti Orang Indonesia Suka Makan Mie Instan. SoloPos. Retrieved from https://www.solopos.com/ini-bukti-orang-indonesia-suka-makan-mi-instan- 1050643
Irhandi, I. G. N. G. G., Agung, A. A. P., & Sapta, I. K. S. (2021). THE EFFECT ON PRODUCT QUALITY AND PROMOTION ON THE BRAND IMAGE IN REALIZING THE BRAND LOYALTY HATTEN WINES IN DENPASAR. INTERNATIONAL JOURNAL OF SUSTAINABILITY, EDUCATION, AND GLOBAL CREATIVE ECONOMIC (IJSEGCE), 4(2), 58-72.
Kataria, S., & Saini, V. (2019). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. South Asian Journal of Business Studies, 9(1), 62-87.
Kotler, P., & Armstrong, G. (2015). Marketing an Introducing Prentice Hall twelfth edition (12th ed.). England: Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th edition (15th ed.). New Jersey: Pearson Pretice Hall, Inc. England: Pearson Education Limited.
Putra, E. (2019). The influence of promotion and brand image toward purchase decision of Honda Vario. Jurnal Apresiasi Ekonomi, 7(1), 121-130.
Rahmayanty, N. (2013). MANAJEMEN PELAYANAN PRIMA?: Mencegah Pembelotan Dan Membangun Customer Loyality. Yogyakarta: Graha Ilmu.
Rai, A. K., & Medha, S. (2013). The antecedents of customer loyalty: An empirical investigation in life insurance context. Journal of competitiveness, 5(2), 139-163.
Rusandy, D. S. (2018). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Yang Dimediasi Kepuasan Pelanggan Pada Rumah Makan Titin Trenggalek. Jurnal Riset Inspirasi Manajemen Dan Kewirausahaan, 2(1), 1
Saleem, S., & Omar, R. M. (2015). Measuring customer based beverage brand equity: Investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty.
Sangadji, E. M., & Sopiah. (2016). Salesmanship?: Kepenjualan. Jakarta: Bumi Aksara. Solihin, D., Ahyani, A., & Setiawan, R. (2021). The Influence of Brand Image and Atmosphere
Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables. International Journal of Social Science and Business, 5(2), 262- 270.
Suastini, I. A. K. S., & Mandala, K. (2019). Pengaruh Persepsi Harga, Promosi Penjualan, Dan Citra Merek Terhadap Kepuasan Untuk Meningkatkan Loyalitas Pelanggan. E- Jurnal Manajemen, 8(1), 7044
Ta?k?n, Ç., Emel, G. G., Karadamar, A. A., & Memi?, N. ( Among The Antecedents Of Brand Loyalty: A Research On An Apparel Brand. International E-Journal of Advances in Social Sciences, 2(5), 305-314.
Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (4th ed.). Yogyakarta: CV Andi Offset.
Usvela, E., Nurul, Q., & Wibowo, Y. G. (2019). Pengaruh BrandImage, Kepercayaan, Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Herbalife. Jurnal Manajemen Dan Bisnis Indonesia, 5(2), 300-312.
Yusuf Ali and FoEh, J.E.H.J., (2022). STRATEGY ANALYSIS OF IMPROVING THE SPIRIT OF COUNTRY DEFENSE MEMBERS OF THE SCOUTING MOVEMENT THROUGH SUSTAINABLE DEVELOPMENT OBJECTIVES. International Journal of Engineering Applied Sciences and Technology, Vol. 6, Issue 10, ISSN No. 2455-2143, Pages 322-331. Published Online February 2022 in IJEAST (http://www.ijeast.com)
Ziaullah, M., Feng, Y., & Akhter, S. N. (2014). E-Loyalty: The influence of product quality and delivery services on e-trust and e-satisfaction in China. International Journal of Advancements in Research & Technology, 3(10), 20-31.
Downloads
Published
2024-01-03
How to Cite
E.H.J. FoEh, J., & Priyo, D. . (2024). Analysis of Factors Affecting Customer Loyalty with Customer Satisfaction as an Intervening Variable on Indomie Products in Superindo Bekasi Regency. Dinasti International Journal of Management Science, 5(3), 338–351. https://doi.org/10.31933/dijms.v5i3.2175
Issue
Section
Articles
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 Management Science (DIJMS) 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 Management Science (DIJMS).
