Analisis Pengaruh Citra Merek Dan Kualitas Produk Terhadap Loyalitas Konsumen Melalui ¬_Kepuasan Konsumen Produk Kopi Kapal Api

Abstract

Abstract

the current study aimed to examine the effect of brand image and product quality to consumer loyalty through consumer satisfaction of kapal api product. A quantitative approach and a survey method were employed to collect data. consumer who were use Kapal Api product for the sample for this study. Using online survey questionnaire. data were gathered from 185 consumer. Hierarchical multiple regression analysis was employed to test the hypotheses formed. The results statistically showed that: (1) Brand image has a positive and significant effect on consumer satisfaction for Kapal Api products in Bengkulu City. This means that if the brand image of the product perceived by consumers is higher, then consumer satisfaction will also be higher.then nurses’ performances will also be higher; (2) Product quality has a positive and significant effect on consumer satisfaction for Kapal Api products in Bengkulu City. This means that if the quality of the product perceived by consumers is higher, then customer satisfaction will also be higher; (3) Brand image has a positive and significant effect on consumer loyalty for Kapal Api products in Bengkulu City. This means that if the brand image of the product perceived by consumers is higher, then consumer loyalty will also be higher; (4) Product quality has a positive and significant effect on consumer loyalty for Kapal Api products in Bengkulu City. This means that if the quality of the product perceived by consumers is higher, then consumer loyalty will also be higher; 5) Consumer satisfaction has a positive and significant effect on consumer loyalty for Kapal Api products in Bengkulu City. This means that if consumer satisfaction is higher, then consumer loyalty will also be higher; 6) Consumer satisfaction has a mediating role on the influence of brand image on consumer loyalty of Kapal Api products in Bengkulu City. This means that if the brand image is getting higher and providing satisfaction for consumers, then consumer loyalty will also be getting higher; and 7) Consumer satisfaction has a mediating role on the effect of product quality on consumer loyalty for Kapal Api products in Bengkulu City. This means that if the product quality is getting higher and providing satisfaction for consumers, then consumer loyalty will also be getting higher.

Keyword: brand image, product quality, consumer loyalty, satisfaction, Kapal Api.

Abstrak

penelitian ini bertujuan untuk menguji pengaruh citra merek dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen produk kapal api. Pendekatan kuantitatif dan metode survei digunakan untuk mengumpulkan data. konsumen yang menggunakan produk Kapal Api sebagai sampel penelitian ini. Menggunakan kuesioner survei online. data dikumpulkan dari 185 konsumen. Analisis regresi berganda hierarki digunakan untuk menguji hipotesis yang terbentuk. Hasil penelitian secara statistik menunjukkan bahwa: (1) Citra merek berpengaruh positif dan signifikan terhadap kepuasan konsumen produk Kapal Api di Kota Bengkulu. Artinya semakin tinggi citra merek produk yang dirasakan konsumen maka kepuasan konsumen juga akan semakin tinggi, maka kinerja perawat juga akan semakin tinggi; (2) Kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kualitas produk yang dirasakan konsumen semakin tinggi, maka kepuasan konsumen juga akan semakin tinggi; (3) Citra merek berpengaruh positif dan signifikan terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika citra merek produk yang dirasakan konsumen semakin tinggi, maka loyalitas konsumen juga akan semakin tinggi; (4) Kualitas produk berpengaruh positif dan signifikan terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kualitas produk yang dirasakan konsumen semakin tinggi, maka loyalitas konsumen juga akan semakin tinggi; 5) Kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kepuasan konsumen semakin tinggi, maka loyalitas konsumen juga akan semakin tinggi; 6) Kepuasan konsumen memiliki peran mediasi terhadap pengaruh citra merek terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika citra merek semakin tinggi dan memberikan kepuasan bagi konsumen, maka loyalitas konsumen juga akan semakin tinggi; dan 7) Kepuasan konsumen memiliki peran mediasi terhadap pengaruh kualitas produk terhadap loyalitas konsumen produk Kapal Api di Kota Bengkulu. Artinya jika kualitas produk semakin tinggi dan memberikan kepuasan bagi konsumen, maka loyalitas konsumen juga akan semakin tinggi.

Kata kunci: citra merek, kualitas produk, loyalitas konsumen, kepuasan, Kapal Api.