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All Journal Journal of Management and Leadership
Fatrian Maulya Febriansyah
ASA University Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN PERCEIVED QUALITY DALAM MENINGKATKAN KEPUASAN PELANGGAN MIXUE Fatrian Maulya Febriansyah; Parlagutan Sillitonga
Journal of Management and Leadership Vol. 9 No. 1 (2026): Vol. 9, No. 1, May 2026
Publisher : Management and Leadership Study Programme

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47970/jml.v9i1.1139

Abstract

This study aims to analyze the influence of social media marketing, brand image, and perceived quality on customer loyalty to the Mixue beverage brand. The research method used is a quantitative approach with data collection techniques through questionnaires to 212 respondents who have purchased Mixue beverage products. The results of respondent data are processed using the Smart PLS application. Data collected through analysis of Mixue customers from Jabodetabek to outside Jabodetabek. Data analysis includes validity, reliability, and hypothesis testing. The results of the hypothesis show that Social Media Marketing, Brand Image, and Perceived Quality have a positive influence on Customer Satisfaction. The conclusion states that Perceived Quality has a high effectiveness influence to encourage Customer Satisfaction.
Co-Authors Parlagutan Sillitonga