Pengaruh Pengalaman Merek, Kualitas Layanan, dan Kualitas Produk terhadap Loyalitas Pelanggan dengan Peran Mediasi Kepuasan Pelanggan

Sontia Asima Apriani Siregar; Puspita Chairun Nisa

doi:10.55606/jupsim.v5i1.6349

Authors

Sontia Asima Apriani Siregar Universitas Esa Unggul
Puspita Chairun Nisa Universitas Esa Unggul

DOI:

https://doi.org/10.55606/jupsim.v5i1.6349

Keywords:

Brand Experience, Customer Loyalty, Customer Satisfaction, Product Quality, Service Quality

Abstract

The highly competitive business marketing world requires entrepreneurs to find new ways to capture attention and maintain customer loyalty amidst an increasing market share and growing number of competitors. Therefore, the objective of this research is to understand how brand experience, service quality and product quality impact customer loyalty while considering the mediating role of customer satisfaction to contribute to the literature on these relationships. Data distribution to Kopi Kenangan customers rotating in Jakarta through a questionnaire of 110 respondents with the criteria of Kopi Kenangan customers aged 17-40 years who buy on the spot and drink Kopi Kenangan products directly at least 2 times in the last three months. This research utilized Structural Equation Modeling – Partial Least Square (SEM – PLS) analysis. The findings reveal that brand experience, service quality and product quality can enhance customer satisfaction and loyalty. Furthermore, the study also found that the relationship between brand experience, service quality and product quality with customer loyalty can be mediated by customer satisfaction. Therefore, this research emphasizes that companies need to improve customer experience, service quality, and product quality to achieve better customer satisfaction and loyalty, establishing a strong foundation for long-term competition.

References

Abigail, J., Sari, V. P., & Saputra, D. (2023). The influence of product quality and online shopping experience (OSE) on consumer loyalty through customer satisfaction on local skincare products. Procedia Computer Science, 234, 537–544. https://doi.org/10.1016/j.procs.2024.03.037

Adeiza, A., Abdullahi, M. S., Abdel Fattah, F. A. M., Fawehinmi, O., Ismail, N. A., Arnaut, M., Aigbogun, O., Adam, I. S., & Ehido, A. (2022). Mediating mechanism of customer satisfaction on customer relationship management implementation and customer loyalty among consolidated banks. Uncertain Supply Chain Management, 10(3), 819–832. https://doi.org/10.5267/j.uscm.2022.3.012

Adenigbo, A. J., Mageto, J., Makan, H., & Luke, R. (2023). Service quality of e-hailing taxi services in Johannesburg. Acta Logistica - International Scientific Journal about Logistics, 10(4), 537–548. https://doi.org/10.22306/al.v10i4.429

Adeola, O., Adisa, I., Moradeyo, A., & Ibelegbu, O. (2023). Mall environment and mall value as antecedents of customer loyalty in shopping malls: Evidence from Sub-Saharan Africa. Sustainability (Switzerland), 15(4), 1–14. https://doi.org/10.3390/su15043051

Agarwal, R., & Dhingra, S. (2023). Factors influencing cloud service quality and their relationship with customer satisfaction and loyalty. Heliyon, 9(4). https://doi.org/10.1016/j.heliyon.2023.e15177

Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: A study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333

Al-abdallah, G. (2023). Brand experience and customer loyalty in dentistry: The role of perceived brand authenticity. International Journal of Dentistry, 16. https://doi.org/10.1155/2023/2541243

Alam, M. M. D., Karim, R. Al, & Habiba, W. (2021). The relationship between CRM and customer loyalty: The moderating role of customer trust. International Journal of Bank Marketing, 39(7), 1248–1272. https://doi.org/10.1108/IJBM-12-2020-0607

Amalia, L., & Rahmadhany, S. (2023). Analisis pengaruh citra merek, pengalaman merek terhadap kepuasan merek dan loyalitas merek kosmetik Wardah. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 6(4), 468–479. https://doi.org/10.31842/jurnalinobis.v6i4.291

Amelia, A., & Ronald, R. (2023). Green marketing perspective: Enhancing green customer loyalty with environmental knowledge as a moderating factor in the local cosmetic industry in Indonesia. Review of Integrative Business and Economics Research, 13(4), 148–160.

Andri, P., Jasfar, F., & Kristaung, R. (2022). Effect of product, distribution and service quality on customer loyalty through customer satisfaction at Indonesian marketplace. Journal of Research and Community Service, 3(4), 321–330.

Antikasari, R., Baktiono, A., Arimbawa, I. G., & Damayanti, E. (2021). The influence of product, restaurant atmosphere, customer value, and customer loyalty through customer satisfaction as mediation (Case study on Choie Dimsum Surabaya). Quantitative Economics and Management Studies, 2(4), 244–250. https://doi.org/10.35877/454ri.qems321

Ashiq, R., & Hussain, A. (2024). Exploring the effects of e-service quality and e-trust on consumers' e-satisfaction and e-loyalty: Insights from online shoppers in Pakistan. Journal of Electronic Business & Digital Economics, 3(2), 117–141. https://doi.org/10.1108/jebde-09-2023-0019

Ayinaddis, S. G., Taye, B. A., & Yirsaw, B. G. (2023). Examining the effect of electronic banking service quality on customer satisfaction and loyalty: An implication for technological innovation. Journal of Innovation and Entrepreneurship, 12(22), 1–18. https://doi.org/10.1186/s13731-023-00287-y

Bae, J. H., & Jeon, H. M. (2022). Exploring the relationships among brand experience, perceived product quality, hedonic value, utilitarian value, and brand loyalty in unmanned coffee shops during the COVID-19 pandemic. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811713

Bojanowska, A. B., & Surowiec, A. (2022). Effects of brand experience: The case of The Witcher brand in the eyes of Polish customers. Sustainability (Switzerland), 14(21), 1–13. https://doi.org/10.3390/su142114274

Chan, A., & Raharja, S. J. (2024). Impact of cooperative perceived value on customer satisfaction and loyalty. Review of Integrative Business and Economics Research, 13(1), 2304–1269.

Drozd, R., & Wolniak, R. (2021). Systematic assessment of product quality. Journal of Open Innovation: Technology, Market, and Complexity, 7(4), 1–12. https://doi.org/10.3390/joitmc7040235

Ertemel, A. V., Civelek, M. E., Eroǧlu Pektaş, G. Ö., & Çemberci, M. (2021). The role of customer experience in the effect of online flow state on customer loyalty. PLOS ONE, 16, 1–15. https://doi.org/10.1371/journal.pone.0254685

Gao, F., & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta Psychologica, 244. https://doi.org/10.1016/j.actpsy.2024.104191

Gazi, M. A. I., Mamun, A. Al, Masud, A. Al, Senathirajah, A. R. bin S., & Rahman, T. (2024). The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100227. https://doi.org/10.1016/j.joitmc.2024.100227

Given. (2012). Purposive sampling. In The Sage encyclopedia of qualitative research methods (2nd ed.).

Gopi, B., & Samat, N. (2020). The influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10), 3213–3226. https://doi.org/10.1108/BFJ-02-2020-0110

Gulam, M. I. B., Suryadi, N., & Prima Waluyowati, N. (2023). The effect of service quality and perceived value on customer loyalty in Tuban restaurants with customer satisfaction mediation. International Journal of Research in Business and Social Science, 12(5), 62–73. https://doi.org/10.20525/ijrbs.v12i5.2667

Hafidz, G. P., & Muslimah, R. U. (2023). Pengaruh kualitas layanan, citra merek, kepercayaan pelanggan dan kepuasan pelanggan terhadap loyalitas pelanggan produk Herbalife. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi, 7(1), 253–274.

Hair, F. J., Hult, M. T. G., Ringle, M. C., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications. https://books.google.co.id/books?id=6z83EAAAQBAJ

Hendri, A., & Syah, T. Y. R. (2020). Peranan citra merek TDR Racing dalam pembentukan loyalitas konsumen. JCA of Economics and Business, 1(2), 390–398.

Hussien, A. A. H. M., Al Saed, R., Shajrawi, A. A. I., Albloush, A., & Ali, H. (2023). Impact of laptop dealer firm's service quality on customers’ loyalty in Jordan. Innovative Marketing, 19(1), 26–36. https://doi.org/10.21511/im.19(1).2023.03

Hwang, J., Choe, J. Y. (Jacey), Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99(June), 103050. https://doi.org/10.1016/j.ijhm.2021.103050

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96(June 2018), 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043

Ioannou, I., Kassinis, G., & Papagiannakis, G. (2023). The impact of perceived greenwashing on customer satisfaction and the contingent role of capability reputation. Journal of Business Ethics, 185(2), 333–347. https://doi.org/10.1007/s10551-022-05151-9

Islam, R., Ahmed, S., Rahman, M., & Al Asheq, A. (2021). Determinants of service quality and its effect on customer satisfaction and loyalty: An empirical study of private banking sector. The TQM Journal, 33(6), 1163–1182. https://doi.org/10.1108/TQM-05-2020-0119

Jatmiko, & Ulfah, K. (2020). Pengaruh store atmosphere, perceived value dan promotion terhadap kepuasan pelanggan street food festival. JCA Ekonomi, 1, 374–382.

Jeon, J. E. (2023). Conceptualization and development of a scale for brand experience in extended reality. Global Business and Finance Review, 28(6), 1–22. https://doi.org/10.17549/gbfr.2023.28.6.1

Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. https://doi.org/10.14254/2071-8330.2019/12-3/1

Koay, K. Y., Cheah, C. W., & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: A combination of PLS-SEM and NCA approaches. British Food Journal, 124(12). https://doi.org/10.1108/BFJ-10-2021-1169

Komari, A. (2023). Product quality as a mediating variable in repurchase decisions: The case of Indonesian skincare products. Innovative Marketing, 19(3), 123–133. https://doi.org/10.21511/im.19(3).2023.11

Kotler, P., & Armstrong, G. (2020). Principles of marketing (8th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing-management (15th ed.). Pearson Education.

Kukreti, K., Ganguly, K., & Samad, T. A. (2023). Empirical benchmarking of virtual service centers’ service quality: A case of a large telecom service provider in India. International Journal of Quality and Reliability Management, 40(5), 1362–1386. https://doi.org/10.1108/IJQRM-03-2022-0080

Kuo, Y.-C., & Chou, P.-C. (2023). The study of homestay service quality, satisfaction, and loyalty in Kenting. International Journal of Organizational Innovation, 16(2), 180–197.

Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45(6), 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002

Liana, P., Jaensson, J.-E., & Mmari, G. (2023). Service quality dimensions as predictors of customer loyalty in mobile payment services: Moderating effect of gender. Future Business Journal, 9(1), 1–15. https://doi.org/10.1186/s43093-023-00277-2

Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Pearson Education.

Masitenyane, L., & Mokoena, B. (2023). Dimensional analysis of service fairness on service quality and customer satisfaction: A local municipality study. African Journal of Inter/Multidisciplinary Studies, 5(1), 1–12. https://doi.org/10.51415/ajims.v5i1.1056

Min, M., & Tangjitprom, N. (2023). Customer loyalty in the retail industry in Yangon, Myanmar. The Scholar: Human Sciences, 15(1), 221–230.

Minh, T. (2021). The impact of customer experience on customer satisfaction and customer loyalty. Turkish Journal of Computer and Mathematics Education, 12(14), 1027–1038.

Mubarok, E. S., Subarjo, B., Raihan, R., Wiwin, W., & Bandawaty, E. (2023). Determinants of customer satisfaction and loyalty Waroeng Steak restaurant in DKI Jakarta. Cogent Business and Management, 10(3), 1–21. https://doi.org/10.1080/23311975.2023.2282739

Mulady, R. Z., & Sumadi. (2023). The influence of service quality, product quality, price, and innovation on customer loyalty at satay restaurant with customer satisfaction as an intervening variable. International Journal of Research in Business and Social Science, 12(4), 115–122. https://doi.org/10.20525/ijrbs.v12i4.2613

Na, M., Rong, L., Ali, M. H., Alam, S. S., & Masukujjaman, M. (2023). The mediating role of brand trust and brand love between brand experience and loyalty: A study on smartphones in China. Behavioral Sciences, 13(1–21). https://doi.org/10.3390/bs13060502

Nadhifa, S., Sunaryo, & Surachman. (2023). The effect of brand experience and service quality on customer loyalty mediated by customer satisfaction. International Journal of Research in Business and Social Science, 12(7), 13–23. https://doi.org/10.20525/ijrbs.v12i7.2871

Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The effect of product quality, service quality, customer satisfaction on customer loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50

Napitupulu, D., Abdel Kadar, J., & Kartika Jati, R. (2017). Validity testing of technology acceptance model based on factor analysis approach. Indonesian Journal of Electrical Engineering and Computer Science, 5(3), 697–704. https://doi.org/10.11591/ijeecs.v5.i3.pp697-704

Noranee, S., Aziz, R. A., Anuar, M. Z. H., Som, R. M., & Shahruddin, S. (2021). The influence of after-sales service quality and product quality on customer satisfaction. Global Business and Management Research: An International Journal, 13(4), 289–298.

Pu, Y., Zaidin, N., & Zhu, Y. (2023). How do e-brand experience and in-store experience influence the brand loyalty of novel coffee brands in China? Exploring the roles of customer satisfaction and self–brand congruity. Sustainability (Switzerland), 15. https://doi.org/10.3390/su15021096

Puspitasari, A., & Matari, C. (2020). Perilaku konsumen dalam membangun kepuasan dan loyalitas pada produk laptop Asus di Universitas Esa Unggul. JCA of Economics and Business, 1(2), 399–403.

Qi, X., Shi, D., Huang, Z., & Chang, W. (2023). Fostering customer loyalty across countries in hospitality and tourism: A meta-analysis of cultural values as moderators. International Journal of Contemporary Hospitality Management, 35(5), 1602–1619. https://doi.org/10.1108/IJCHM-04-2022-0496

Raesi, S., Paloma, C., & Yusmarni. (2024). The impact of product quality on customer satisfaction and loyalty toward hydroponic vegetables in Padang City: Gender as moderation variable. IOP Conference Series: Earth and Environmental Science, 1323(1), 1–9. https://doi.org/10.1088/1755-1315/1323/1/012012

Rambe, P., & Khaola, P. (2023). Enhancing competitiveness through technology transfer and product quality: The mediation and moderation effects of location and asset value. Journal of Innovation and Entrepreneurship, 12(19), 1–24. https://doi.org/10.1186/s13731-023-00284-1

Redda, E. H., & van Deventer, M. (2023). Retail banking service quality and customer loyalty: The role of trust and commitment as mediators. International Review of Management and Marketing, 13(5), 18–25. https://doi.org/10.32479/irmm.14658

Saad, N. A., Elgazzar, S., & Mlaker Kac, S. (2022). Investigating the impact of resilience, responsiveness, and quality on customer loyalty of MSMEs: Empirical evidence. Sustainability (Switzerland), 14(9). https://doi.org/10.3390/su14095011

Sarmad, I., Imtiaz, M. A., Bukhari, S. M. H., Abbas, A., & Munir, I. (2024). Brand experience and brand loyalty: The moderating role of brand trust and the mediating role of brand love in Pakistani smartphone users. Pakistan Journal of Commerce and Social Sciences, 18(1), 40–61.

Sebastian, N., & Rojuaniah. (2020). Pengaruh kualitas pelayanan dan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan pada bengkel Astra Honda Authorized Servis Station Sarana Motor di Tangerang. Journal of Contemporary Accounting Ekonomi, 1(2), 444–453.

Soni, P., & Vohra, J. (2024). Customer satisfaction amongst Gen Z customers: Investigating the moderating role of service quality, price promotions, and flow. 25(1), 41–54. https://doi.org/10.51768/dbr.v25i1.251202404

Sudirman, H. A., Sartika, D., Anindita, M., & Anshari, R. (2023). The role of brand experience and E-Wom on purchase decisions. International Journal of Research in Business and Social Science, 12(4), 572–577. https://doi.org/10.20525/ijrbs.v12i4.2551

Sun, S., & Pan, Y. (2023). Effects of service quality and service convenience on customer satisfaction and loyalty in self-service fitness centers: Differences between staffed and unstaffed services. Sustainability (Switzerland), 15(19). https://doi.org/10.3390/su151914099

Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F., & Yamin, S. (2022). The role of service and product quality on customer loyalty. Journal of Consumer Sciences, 7(1), 68–82. https://doi.org/10.29244/jcs.7.1.68-82

Tjiptono, F. (2015). Strategi pemasaran (4th ed.). Andi Offset.

Topbrand-award.com. (2023). Kopi Janji Jiwa dan Kopi Kenangan bersaing ketat di GapMaps. Majalah Marketing.

Tran, V. D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2084968

Tunahan, C., & Kutlu, M. B. (2022). Experienced product quality and brand loyalty: Mediating role of customer satisfaction. Ege Academic Review, 1–18. https://doi.org/10.21121/eab.1152164

Ursachi, G., Horodnic, I. A., & Zait, A. (2015). How reliable are measurement scales? External factors with indirect influence on reliability estimators. Procedia Economics and Finance, 20(December), 679–686. https://doi.org/10.1016/s2212-5671(15)00123-9

Venkatakrishnan, J., Alagiriswamy, R., & Parayitam, S. (2023). Web design and trust as moderators in the relationship between e-service quality, customer satisfaction, and customer loyalty. The TQM Journal, 35(8), 2455–2484. https://doi.org/10.1108/TQM-10-2022-0298

Violani, V., & Albari, A. (2023). The influence of product quality, service quality, and price on customer loyalty at Skuy Burgerin Shop in Bukittinggi with customer satisfaction as mediation variable. International Journal of Multidisciplinary Research and Analysis, 06(03), 1153–1161. https://doi.org/10.47191/ijmra/v6-i3-37

Williams, W. D. M., Dandis, A. O., Ni, A. K., Wright, L. T., & Abu Siam, Y. I. (2022). The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants. TQM Journal, 35(7), 2028–2051. https://doi.org/10.1108/TQM-03-2022-0091

Yadav, R., Paul, J., & Mittal, A. (2023). Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: The role of nation brand love. International Marketing Review, 40(1), 28–48. https://doi.org/10.1108/IMR-05-2021-0173

Yum, K., & Yoo, B. (2023). The impact of service quality on customer loyalty through customer satisfaction in mobile social media. Sustainability (Switzerland), 15, 1–14. https://doi.org/10.3390/su151411214

Zhang, R., Jun, M., & Palacios, S. (2023). M-shopping service quality dimensions and their effects on customer trust and loyalty: An empirical study. International Journal of Quality and Reliability Management, 40(1), 169–191. https://doi.org/10.1108/IJQRM-11-2020-0374

Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods, 9(1–19). https://doi.org/10.3390/foods9040460

Zhou, R., Wang, X., Shi, Y., Zhang, R., Zhang, L., & Guo, H. (2019). Measuring e-service quality and its importance to customer satisfaction and loyalty: An empirical study in a telecom setting. Electronic Commerce Research, 19(3), 477–499. https://doi.org/10.1007/s10660-018-9301-3