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Journal : JURNAL MANAJEMEN BISNIS

The Mediating Role of Customer Satisfaction in the Relationship between Brand Image and Product Quality and Customer Loyalty: Shopee e-commerce Case Study Iqbal, M. Ali; Parwoto, Parwoto; Abidin, Zaenal
Jurnal Manajemen Bisnis Vol. 11 No. 2 (2024): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i2.828

Abstract

Business competition has become very tight and marketing is the main key for a business to run well. This causes many business people to do their marketing via the internet and generate sales, hence the emergence of online stores (electronic commerce). Shopee is one of the most used and visited e-commerce sites in Indonesia. In the first quarter of 2023, Shopee e-commerce was ranked first among the first visitors compared to other e-commerce. In this regard, researchers are interested in conducting research with the title The Mediating Role of Customer Satisfaction in the Relationship between Brand Image and Product Quality and Customer Loyalty (Case Study of Shopee e-commerce). The type of research used is research with a conclusive design, namely a type of inferential research which aims to test a certain hypothesis, either through in-depth research into a problem (descriptive) or looking for relationships between variables (correlative) between the independent variable and the dependent variable. The research results show that brand image has a positive and insignificant effect on customer satisfaction. Brand image has a positive and insignificant effect on customer loyalty. Product quality has a positive and significant effect on customer satisfaction. Product quality has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and insignificant effect on customer loyalty. Brand image has a positive and insignificant indirect effect on customer loyalty through customer satisfaction. Product quality has a positive and insignificant indirect effect on customer loyalty through customer satisfaction.
Co-Authors Abdul Saman Afifah, Fadhilah Agus Rinaldy Ahmad Badawi Saluy Akil Akil, Akil Akil Musi, Muhammad Amriani H, Sri Rika Amriani, H., Sri Rika Angri Lismayani ANUGRAHWATI, IRKA Ashardiono, Fitrio ASIS, ASYRIYAH Asti, A. Sri Wahyuni Bambang Jatmiko Citra Dewi, Asaria Delvhina Manga Desi Susilawati, Desi Fachrudi, Fachrudi Faradillah Rusliana Febriani, A. Nurul Fika, Nur syafika Amelia FIRRIZKY, NADILA H Hasmawati Hafsah, Sitti Hajerah Hanjani, Andreani Herlina Herlina Ika, Nurul Isma Ilyas, Sitti Nurhidayah Irdaningsih, Herdina Islami, Andi Nur Maharani Ismansyah, Defrino Kasman Kasman Kassymova, Gulzhaina K Kurnia R., Rika Kurnia Turidho, Resma LALA YULIA Lindawati, Mesra Luhkita, Erin Tami M. Ali Iqbal Magfirah, Nirmala Maharani, Andi Nur Muhammad Afif Muhammad Isbar Pratama Muhammad Yusri Bachtiar Muhammad Yusri Bachtiar, Muhammad Yusri Munsi, Muhammad Akil Musi, Muhammad Akil Nanda, Kiki Risky Ningsih Yuliati, Trisna Novianawati, Nita Nur Hikma, Nur Nurfawali Asbar, Andi Evi Nurlia Nurlia Nurul Jamiah Sidiq Nurvianti, Nurvianti Pratama, Andika Ranto Priyatono, Margo Ratna Ningsih, Ervina Rika Kurnia Rositayanti Hadisoebroto RR. Ella Evrita Hestiandari Rusmayadi Sardo, Sardo Sari, Intan Andika Siti Hafsah Sri Rika Amriani. H Srihandayati, Srihandayati Subardi, Nur Madinah Sultan, Jumriani Sumandar, Suriani Sumarni, Neneng Suriani Suriani Susanti, Hadra Sutarmiyati, Sutarmiyati SYACHRANI, ALDILA Syafiin, Hanifan Nuruddin SYAHARUDDIN, SHABRINA HANUM Syamsiar, Syamsiar Syamsuardi Saodi Syamsuardi Syamsuardi Tri Sugiarti, Tri Trisnawaty, Martina Utami, Anifah Syafitri Wahyuni Asti, Sri Wahyuni, Maya Sari Widadi, Sigit Widianto, Andrie Wilestari, Median Wina Fitria, Adilah Wisnu Kartika, Wisnu Wuri, Apriska Nadhira Youlandhani, Irma Kalfatariza YULIA, LALA Zaenal Abidin