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All Journal Jurnal Bisnis dan Ekonomi E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis JRMSI - Jurnal Riset Manajemen Sains Indonesia Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Kajian Bisnis STIE Widya Wiwaha International Journal of Demos Jurnal Riset Akuntansi dan Bisnis Indonesia Jurnal Ekonomika Manajemen Dan Bisnis Journal of Artificial Intelligence and Digital Business Jurnal Riset Manajemen Akuntansi Indonesia Jurnal Riset Mahasiswa Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Journal of Financial, Business and Economics Journal of Citizenship Jurnal Cendekia Ilmiah Jurnal Pengabdian Masyarakat Widya Wiwaha
Mathori, Muhammad
STIE Widya Wiwaha
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH CITRA MEREK, KUALITAS DAN PROMOSI TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PT NIPPON PAINT DEPOT YOGYAKARTA Ya Sinta Susi Diyaningsih; Muhammad Mathori
Jurnal Riset Manajemen Akuntansi Indonesia Vol 4 No 2 (2026): Jurnal Riset Manajemen Akuntansi Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/dbh2qa80

Abstract

This study aims to analyze the influence of brand image, quality, and promotion on consumer loyalty, both directly and indirectly through consumer satisfaction as an intervening variable at PT Nippon Paint Depot Yogyakarta. The background of this study is based on the importance of consumer loyalty in maintaining business sustainability, as well as the role of marketing strategy in shaping consumer satisfaction and loyalty. This study uses a quantitative approach with a survey method. The sample used was 105 respondents who were consumers of PT Nippon Paint Depot Yogyakarta, with a sampling technique using purposive sampling. Data collection was carried out by distributing questionnaires. The data analysis method used was Structural Equation Modeling (SEM) Partial Least Square (PLS). The results showed that brand image does not have a positive effect on customer loyalty. Quality does not have a positive effect on loyalty. Promotion does not have a positive effect on loyalty. Consumer satisfaction does not act as a mediating variable on the influence of brand image on loyalty. Consumer satisfaction does not act as a mediating variable on the influence of quality on loyalty. Consumer satisfaction acts as a mediating variable in the influence of brand image on loyalty. Based on these findings, companies are advised to continue to strengthen brand image and maintain product quality in order to increase consumer satisfaction and loyalty. Promotion strategies also need to be evaluated and adjusted to be more effective in building long-term relationships with consumers.
Co-Authors Abdul Rochman Achmad Marzuki Adrian, Firman Ardi Afifah, Rahayu Nur Ambarwati, Vincka Astuti, Ratih Widi Az-zuhaira, Az-zuhaira Bilaludin, Bilaludin Budi Sutiono Pratama Nugraha Chandra, Alifian Chrisnawati, Ratna Dyah Damayanti, Ervina Dedi Risdiyanto Diah Retno Wulandaru Diva Vikani Anggraeni Diyah Afriani Kusumastuti Dyah Ayu Rara Sukmawati Eka Ambara Fajar, Rizki Nur Hartanti, NIken Haryanto, Indung Hasanah Setyowati Hawa, Alifya Nur Indriawati, Yulia Juraifa, Syalwa Anindya jurumana, Yunus Siwa Kurniawan, Robertus Yulianto Kusuma, Elmia Nidha Nata Makhyaruddin, Makhyaruddin Mudasetia Hamid Mustofa, Ishom Nasikhah, Atiun Novitasari, Jumila Nur’aini, Fitri Prasetyo, Agung Slamet Prasetyo, Mochammad Kurniawan Priyastiwi, Priyastiwi Puspitasari, Delfi Astuti Putri, Amelia Jelita Retno Setyowati Retno Setyowati, Retno Retno Wulandaru, Diah S, Viona Ajeng Indah Noor Saputri, Fridesi Nuraziza Sermi, Sermi Setiawan, Rona Agus Siti Aminah Suhada Sulistiyowati Sulistiyowati Uswatun Chasanah Uswatun Chasanah Uswatun Chasanah Widayani, Hartanti Winarti, Andirana Wismandari Harimurti Witnaningsih, Witnaningsih Ya Sinta Susi Diyaningsih