Analisis Pengaruh Customer Satisfaction sebagai Variabel Intervening terhadap Brand Loyalty pada Skincare Di Kota Batam
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality, perceived value of cost, brand identification, trust, lifestyle congruence terhadap customer satisfaction dan brand loyalty, customer satisfaction terhadap brand loyalty. Metode pengumpulan data menggunakan convenience sample. Sampel yang digunakan mencapai 356 responden yang menggunakan skincare di Kota Batam. Metode analisis menggunakan Partial Least Square (PLS) dengan alat analisis SmartPLS. Hasil penelitian mengungkapkan bahwa brand identification, customer satisfaction, perceived quality berdampak positif terhadap brand loyalty, trust, perceived quality, perceived value of cost berdampak positif customer satisfaction.
Kata Kunci: kepuasan pelanggan; loyalitas merek.
Abstract
This study aims to analyze the effect of perceived quality, perceived cost value, brand identification, trust, lifestyle congruence on customer satisfaction and brand loyalty, customer satisfaction on brand loyalty. The data collection method used a convenience sample. The sample used reached 356 respondents who often using skincare in Batam City. The analysis method uses Partial Least Square (PLS) with SmartPLS analysis tool. This study found that brand identification, customer satisfaction, perceived quality had a significant positive impact on brand loyalty, trust, perceived quality, perceived value of cost had a significant positive impact on customer satisfaction.
Keywords: customer satisfaction; brand loyalty.
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DOI: https://doi.org/10.37531/sejaman.v4i3.2648
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