BRAND IMAGE MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING TERHADAP CUSTOMER LOYALTY PADA PRODUK SKINCARE SAFI INDONESIA
Unduhan
Brand image merupakan salah satu faktor terpenting yang dapat menunjang tingginya customer loyalty, sehingga akan membantu terbentuknya pelanggan yang loyal dan dikenalnya produk dari mulut kemulut. Produk skincare safi memiliki brand image islami yang mementingkan kehalalan produk. Penelitian ini dilakukan untuk mengetahui pengaruh pengaruh brand image terhadap customer loyalty dengen efek mediasi oleh customer satisfaction pada produk skincare Safi Indonesia. Penelitian ini menggunakan sebanyak 175 sampel konsumen yang pernah membeli produk skincare Safi, menggunakan teknik analisis SEM-PLS. hasil penelitian ini menunjukkan bahwa brand image memiliki hubungan signifikan terhadap customer loyalty, brand image memiliki hubungan signifikan terhadap customer satisfaction, customer satisfaction memiliki hubungan signifikan terhadap customer loyalty, kemudian brand image memiliki hubungan signifikan terhadap customer loyalty dengan customer satisfaction sebagai efek mediasi
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