Nasution, Cisa Putri (2026) Pengaruh brand image terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel mediasi point coffee cabang hasanuddin kota semarang. Sarjana (S1) thesis, Universitas BPD.
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Abstract
This study aims to analyze the effect of Brand Image on Consumer Loyalty with Consumer Satisfaction as a mediating variable at Point Coffee Hasanuddin Branch, Semarang City. This study employed a quantitative approach involving 100 respondents selected through purposive sampling. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results show that Brand Image has a positive and significant effect on Consumer Loyalty and Consumer Satisfaction. Furthermore, Consumer Satisfaction has a positive and significant effect on Consumer Loyalty. Consumer Satisfaction also positively and significantly mediates the effect of Brand Image on Consumer Loyalty through partial mediation. These findings indicate that a positive brand image can increase consumer loyalty directly and indirectly through increased consumer satisfaction. Therefore, efforts to build consumer loyalty should be supported by a strong brand image and a consumption experience that meets consumer expectations.
| Item Type: | Thesis (Sarjana (S1)) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai variabel mediasi pada Point Coffee Cabang Hasanuddin Kota Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Loyalitas Konsumen dan Kepuasan Konsumen. Selanjutnya, Kepuasan Konsumen berpengaruh positif dan signifikan terhadap Loyalitas Konsumen. Kepuasan Konsumen juga terbukti memediasi pengaruh Brand Image terhadap Loyalitas Konsumen secara positif dan signifikan dengan sifat mediasi parsial (partial mediation). Hasil tersebut menunjukkan bahwa citra merek yang positif dapat meningkatkan loyalitas konsumen secara langsung, sekaligus melalui peningkatan kepuasan yang dirasakan konsumen. Dengan demikian, upaya membangun loyalitas konsumen perlu didukung oleh citra merek yang kuat dan pengalaman konsumsi yang mampu memenuhi harapan konsumen. |
| Uncontrolled Keywords: | Brand Image, Customer Satisfaction, Customer Loyalty, |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce H Social Sciences > HG Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 01 Sep 2026 01:33 |
| Last Modified: | 01 Sep 2026 02:15 |
| URI: | https://eprints.ubpd.ac.id/id/eprint/176 |
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