Peran Mediasi Customer Satisfaction Dalam Hubungan Antara Brand Image dan Customer Loyalty dengan Brand Love Sebagai Variabel Moderasi
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Abstract
This study aims to analyse the effect of brand image on customer loyalty with customer satisfaction as a mediating variable. In addition, this study also examines the role of a moderating variable in strengthening the relationship with customer loyalty. The research was conducted on coffee shop customers using a quantitative approach through the distribution of questionnaires to respondents who had purchased and experienced consuming products at the research object. The research data were analysed using the Structural Equation Modelling (SEM) method based on Partial Least Square (PLS). The results of the study indicate that brand image does not directly affect customer loyalty. These findings suggest that customer loyalty is not solely formed by brand image, but is also influenced by the experiences and satisfaction perceived by customers. On the other hand, brand image was proven to have a positive effect on customer satisfaction. This indicates that the better the company’s brand image, the higher the level of customer satisfaction. The study also found that customer satisfaction has a positive effect on customer loyalty, meaning that satisfied customers tend to have the intention to repurchase and maintain relationships with the company. Furthermore, customer satisfaction was proven to mediate the relationship between brand image and customer loyalty. However, the moderating variable used in this study was unable to provide a significant effect on customer loyalty. This study implies that companies need to focus more on improving customer satisfaction as the main strategy for building sustainable customer loyalty.
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How to Cite
Adha, H. V., & Utami, W. (2026). Peran Mediasi Customer Satisfaction Dalam Hubungan Antara Brand Image dan Customer Loyalty dengan Brand Love Sebagai Variabel Moderasi. ProBisnis : Jurnal Manajemen, 17(03), 1479–1490. Retrieved from https://www.ejournal.joninstitute.org/index.php/ProBisnis/article/view/1543
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Ma’Azah, & Prasetyo. (2023). Brand Image melalui Customer Satisfaction sebagai Variabel Intervening terhadap Customer Loyalty pada Produk Skincare SAFI Indonesia. Airlangga Journal of Innovation Management.
Malik, M. (2023). The Effect of Service Quality, Brand Image, and Customer Satisfaction on Customer Loyalty in Go Food Services. Jurnal Economic Resource.
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Muljani, N. (2019). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Dimediasi Oleh Kepuasan Pelanggan. Jurnal Ilmiah Manajemen, 7(2), 210–221.
Murhadi. (2023). Analysis of Investor Loyalty on Stock Brokerage Companies. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty. Journal of Retailing and Consumer Services, 30, 262–270.
Ogba, G. O., & Tan, N. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China.
Oliver, R. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33–44.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
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Rizan, M., Warokka, A., & Listyawati, D. (2014). Relationship marketing and customer loyalty. Journal of Marketing Research & Case Studies, 2014, 1–12. https://doi.org/10.5171/2014.724178
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Rohana, T. (2020). Pengaruh Kepuasan Terhadap Loyalitas Pelanggan. Jurnal Ilmu Manajemen, 8(1), 28–32.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image. Middle-East Journal of Scientific Research, 19(5), 706–711.
Sarkar, A., & Sreejesh, S. (2023). Brand love and customer loyalty in service industries. Journal of Retailing and Consumer Services, 70, 103118.
Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand loyalty brand image and brand equity. International Journal of Innovation and Applied Studies, 19(2), 416.
Song, H., Wang, J., & Han, H. (2019). International Journal of Hospitality Management E ff ect of image , satisfaction , trust , love , and respect on loyalty formation for name-brand co ff ee shops. International Journal of Hospitality Management, 79(June 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Surya, & Setyaningrum. (2009). Analisis Persepsi Konsumen Pada Aplikasi Bauran Pemasaran Serta Hubungannya Terhadap Loyalitas Konsumen. Jurnal Ekonomi Manajemen Bisnis Dan Akuntansi, 1(3), 71–80.
Tjiptono, F. (2016). Pemasaran Esensi dan Aplikasi. Andi.
Warsito, W. S. (2018). Pengaruh Kepuasan Terhadap Loyalitas Nasabah. Jurnal Sekretari Dan Manajemen, 2(2), 225–232.
Wirawan, Y. R. (2017). Pengaruh Orientasi Pasar, Orientasi Kewirausahaan Terhadap Kinerja Pemasaran UMKM Batik Di Kabupaten Jombang. Equilibrium: Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 5(1), 56. https://doi.org/10.25273/equilibrium.v5i1.1006
Yusriadi. (2018). Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Loyalitas Konsumen Pada Restoran Cepat Saji O’chicken Di Pekanbaru. Jurnal Ilmiah Ekonomi Dan Bisnis, 15(1), 71–77.
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74. https://doi.org/10.1016/j.techsoc.2023.102289
Zhang, Y. (2023). The impact of emotional attachment on brand loyalty in the coffee shop industry. Journal of Retailing and Consumer Services, 71, 103215.
Albert, N., & Merunka, D. (2021). The role of brand love in consumer-brand relationships. Journal of Business Research, 69(10), 1–10.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Dumat, F. E., Mandey, S. L., & Roring, F. (2018). Pengaruh Experiential Marketing Dan Emotional Marketing Terhadap Loyalitas Pelanggan Pada Rumah Kopi. Jurnal Riset Ekonomi, Manajemen Bisnis Dan Akuntansi, 6(4).
Ellitan. (2023). The Influence of E-Service Quality and Brand Image on Customer Loyalty Through Customer Satisfaction on Bibit Application Users. Research in Management and Accounting.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index. Journal of Marketing, 60(4), 7–18. https://doi.org/10.1177/002224299606000403
Giebelhausen, M. D., Chan, E., & Sirianni, N. J. (2016). Fitting restaurant service style to brand image for greater customer satisfaction. Cornell Hospitality Report, 16(9), 3–10.
Harids, M. R., & Zaerofi, A. (2024). The Influence Of Brand Image , Brand Satisfaction And Brand Trust On H & M Customer Brand Loyalty In The Jabodetabek Area. 13(02), 1308–1319. https://doi.org/10.54209/ekonomi.v13i02
Hartanti, R. (2019). Pengaruh Kepuasan Dan Kualitas Pelayanan Karyawan 212 Mart Terhadap Loyalitas Konsumen. Jurnal Ilmu Ekonomi Syariah, 1(2), 111–127.
Hidayah, N. (2025). Pengaruh Brand Image Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Variabel Intervening Pada Pelanggan Sociolla Di Royal Plaza Surabaya. 2(4), 269–275.
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Marketing Management (15theditio ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson.
Lee, H., Lee, C., & Wu, C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091–1111.
Ma’Azah, & Prasetyo. (2023). Brand Image melalui Customer Satisfaction sebagai Variabel Intervening terhadap Customer Loyalty pada Produk Skincare SAFI Indonesia. Airlangga Journal of Innovation Management.
Malik, M. (2023). The Effect of Service Quality, Brand Image, and Customer Satisfaction on Customer Loyalty in Go Food Services. Jurnal Economic Resource.
Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of Social Sciences, 39(2), 358–364.
Muljani, N. (2019). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Dimediasi Oleh Kepuasan Pelanggan. Jurnal Ilmiah Manajemen, 7(2), 210–221.
Murhadi. (2023). Analysis of Investor Loyalty on Stock Brokerage Companies. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty. Journal of Retailing and Consumer Services, 30, 262–270.
Ogba, G. O., & Tan, N. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China.
Oliver, R. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33–44.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44.
Rather, R. A. (2022). Customer experience and brand loyalty in hospitality and tourism. International Journal of Tourism Research, 24(2), 1–14.
Ratnasari. (2022). The Influence of Product Quality and Brand Image on Customer Loyalty with Customer Satisfaction as Intervening Variable. BIMANTARA.
Rizan, M., Warokka, A., & Listyawati, D. (2014). Relationship marketing and customer loyalty. Journal of Marketing Research & Case Studies, 2014, 1–12. https://doi.org/10.5171/2014.724178
Roberts, K. (2021). Lovemarks: The Future Beyond Brands. PowerHouse Books.
Rohana, T. (2020). Pengaruh Kepuasan Terhadap Loyalitas Pelanggan. Jurnal Ilmu Manajemen, 8(1), 28–32.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image. Middle-East Journal of Scientific Research, 19(5), 706–711.
Sarkar, A., & Sreejesh, S. (2023). Brand love and customer loyalty in service industries. Journal of Retailing and Consumer Services, 70, 103118.
Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand loyalty brand image and brand equity. International Journal of Innovation and Applied Studies, 19(2), 416.
Song, H., Wang, J., & Han, H. (2019). International Journal of Hospitality Management E ff ect of image , satisfaction , trust , love , and respect on loyalty formation for name-brand co ff ee shops. International Journal of Hospitality Management, 79(June 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Surya, & Setyaningrum. (2009). Analisis Persepsi Konsumen Pada Aplikasi Bauran Pemasaran Serta Hubungannya Terhadap Loyalitas Konsumen. Jurnal Ekonomi Manajemen Bisnis Dan Akuntansi, 1(3), 71–80.
Tjiptono, F. (2016). Pemasaran Esensi dan Aplikasi. Andi.
Warsito, W. S. (2018). Pengaruh Kepuasan Terhadap Loyalitas Nasabah. Jurnal Sekretari Dan Manajemen, 2(2), 225–232.
Wirawan, Y. R. (2017). Pengaruh Orientasi Pasar, Orientasi Kewirausahaan Terhadap Kinerja Pemasaran UMKM Batik Di Kabupaten Jombang. Equilibrium: Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 5(1), 56. https://doi.org/10.25273/equilibrium.v5i1.1006
Yusriadi. (2018). Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Loyalitas Konsumen Pada Restoran Cepat Saji O’chicken Di Pekanbaru. Jurnal Ilmiah Ekonomi Dan Bisnis, 15(1), 71–77.
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74. https://doi.org/10.1016/j.techsoc.2023.102289
Zhang, Y. (2023). The impact of emotional attachment on brand loyalty in the coffee shop industry. Journal of Retailing and Consumer Services, 71, 103215.