PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN

Abstract

In the era of globalization and rapid technological development, the dynamics of competition between companies are increasingly fierce. Companies are not only competing to create quality products, but also to build long-term relationships with customers. This study aims to analyze the extent to which brand image and product quality influence customer satisfaction and loyalty among Kopi Tuku consumers. The research method used is quantitative with Structural Equation Modeling-Partial Least Square (SEMPLS). Data were obtained through purposive sampling from 280 respondents who are Kopi Tuku customers in Jabodetabek. The results show that brand image has a positive and significant effect on customer satisfaction and loyalty. Similarly, product quality has a positive and significant effect on customer satisfaction and loyalty. However, this study also found that customer quality does not significantly influence customer loyalty. These results indicate that Kopi Tuku customer loyalty is more influenced by brand image factors and overall consumer experience, rather than by product quality that is only perceived indirectly. These findings provide important implications for brand strategy development and consistent product quality improvement to build long-term customer loyalty.

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