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All Journal JURNAL PESISIR DAN LAUT TROPIS Journal of Business & Banking Journal of Engineering and Management in Industrial System Pendas : Jurnah Ilmiah Pendidikan Dasar IRJE (Indonesian Research Journal in Education) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Ilmiah Ilmu Komputer Fakultas Ilmu Komputer Universitas Al Asyariah Mandar INAJEEE (Indonesian Journal of Electrical and Electronics Engineering) Jurnal Multidisiplin Madani (MUDIMA) An-Nur : Jurnal Studi Islam Management Science Research Journal Jurnal Teknik Sumber Daya Air Jurnal Pendidikan Transformatif Penamas Hexagon Inspiration: Jurnal Teknologi Informasi dan Komunikasi JEAT : Journal of Electrical and Automation Technology Majalah Teknik Industri EduInovasi: Journal of Basic Educational Studies Ruang Jurnal Peweka Tadulako Jurnal Intelek Insan Cendikia Jurnal Ilmiah Niagara As-Syirkah: Islamic Economic & Financial Journal EDUMULYA: Jurnal Pendidikan Agama Islam
Lutfi
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Religion Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Other

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Journal : Management Science Research Journal

 1 
Brand Image and Customer Retention in Tourism Destinations: The Mediating Role of Customer Satisfaction: Case of Visitors to Mahoni Bangun Sentosa Tourist Destination dzulqarnain, maulana; Lutfi; Setya, Yanto Azie
Management Science Research Journal Vol. 5 No. 1 (2026): FEBRUARY 2026
Publisher : PT Larva Wijaya Penerbit

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56548/msr.v5i1.202

Abstract

The purpose of this study is to examine the effect of brand image on customer retention with customer satisfaction as a mediating variable, as well as the role of physical evidence, among visitors of Mahoni Bangun Sentosa Tourism. This study employs a quantitative research approach using a survey method. Data were collected from 150 respondents who had visited Mahoni Bangun Sentosa Tourism at least once, selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software to test the proposed hypotheses. The results of this study indicate that: (1) brand image has a positive and significant effect on customer retention; (2) brand image has a positive and significant effect on customer satisfaction; (3) customer satisfaction has a positive and significant effect on customer retention; (4) customer satisfaction is able to mediate the effect of brand image on customer retention; (5) physical evidence has a positive and significant direct effect on customer retention; (6) physical evidence does not moderate the relationship between brand image and customer retention. These findings imply that strengthening brand image and enhancing customer satisfaction are essential strategies to improve customer retention in tourism destinations, while physical evidence serves as a direct supporting factor rather than a moderating variable.
Co-Authors Abdul Gani Akhmad Abdul Latif Ade Rahmat Nahrowy Ahmad Riva Al Faruqi Aji, Moch. Fahri Anas, Muh. Idham Andi Nurwahidah Anggun Anna Ropitasari Aribah, Hafidah Arif Nugroho Ariyanto Arifuddin, Muhammad Asyraful Insan Asry Atika Tri Budi Utami Atikah Tri Budi Utami Chatarina Umbul Wahyuni Damarwulan, Liza Mumtazah Danuharsa, Agung Ayu Ratih Della Ginza Ramadhan Deltri Dikwardi Eisenring Dewi Ayu Wulandari, Dewi Ayu Dina dzulqarnain, maulana Emmanuel Manangkalangi Enjelisah Ernanda, Erwin Farihen feby Fitria Rosmi Fitriah Fajar Maghfirah Fulgentius Danardana Murwani Gunawan Santoso Habibuddin, Julianti Hafidah Aribah Hafidah, Andi Haidar Hamdan Gani Hendrika, Erika Stephani Putri Hidayatullah, Ade Syarief Himatur Imam Mukhlis Indah, Andi Besse Riyani Indra Kurniawan Julianti Habibuddin Junita Nurfazriah Putri Kinanti Fadya Nema Kolibongso, Duaitd Kurnia, Noerma Kurniawan - Laily Nurmalia Lativa Qurrotaini Lefaan, Paskalina T. Loinenak, Frida Manan, Jemmy Manumpil, Abraham W MMSI Irfan ,S. Kom Mochammad Aprieyadi Phermadi MUHAMMAD ALI Muhammad Fadli Azis Muhammad Nawir Mujiburrohman Mutmainnah Nabila Hasanah Nur, Syahban Paisey, Anjeli S Putri, Fadhila Riyani Risma Haris, Risma Riyan SatrioAnggoro Rizkhi Rusli Sartika S Sembel, Luky setiyaningsih, dewi Setiyowati, Yunita Ayu Siska Kusumawardani Sitti Wetenriajeng Sidehabi Sri Mulyati Sukriyah Buwarda Supriadi Takwim Syahlarriyadi Taufik Harsana, Muhammad Taufik Muchtar Tebaiy, Selvi Ummi Kultsum Utomo, Sae Amarani Tutuarima Verianza, Muh Zidane Yanto Azie Setya, Yanto Azie