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

Abstract

<jats:p>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.</jats:p>

Level of Customer Satisfaction of Social Security Members on the Services of Social Security System San Pablo Branch

“…The level of contentment among SSS members is not significantly influenced by gender in this study. In the study by Maryanti, Sukmana, and Faezal, there is no differentiation observed in the levels of satisfaction and loyalty among male and female consumers (Maryanti et al, 2022). This finding further substantiates the data result.…”

“…In the same way that sex can result in disparities in customer contentment, female customers are more content than their male counterparts (Aljasser and Sasidhar, 2016). However, these results are in contrast with the research conducted by Maryanti, Sukmana, and Faezal, which does not discover any differentiation in the levels of satisfaction and loyalty among male and female consumers (Maryanti et al, 2022). According to the research of Pereira, Salgueiro, and Rita, gender moderates the relationship between knowledge and satisfaction (Pereira et al, 2016).…”

“…In all four variables (promptness, convenience, dependability, and significance), the results indicate that the level of satisfaction with the various categories of transactions differs significantly (α < 0.05). The effect sizes range from 0.082 to 0.083, indicating that the contentment levels of SSS members are moderately influenced by the type of transaction (Field, 2013Moghavvemi et al, 2018Singh, 2018;Maryanti et al, 2022). This suggests that in order to increase overall customer satisfaction, SSS may need to concentrate on enhancing the quality of service for particular categories of transactions.…”

Menggali Persepsi Kualitas Layanan, Persepsi Nilai Pelanggan, Dan Keputusan Pembelian Kembali Pada Pendidikan Tinggi

“…Penelitian menunjukkan bahwa kepuasan pelanggan berpengaruh terhadap pembelian ulang (Saintz, 2018). Penelitian lain menunjukkan bahwa kepuasan pelanggan mempengaruhi loyalitas pelanggan (Bayu Putra et al, 2020). Kepuasan pelanggan juga mampu sebagai mediator antara beberapa variabel bebas terhadap variabel loyalitas pelanggan.…”