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Hermin Endratno
Universitas Muhammadiyah Purwokerto
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Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Product Quality, Brand Image, dan Brand Trust Terhadap Loyalitas Pelanggan Produk Sunscreen Azarine di Shopee: Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto Talita Richi Stefani; Irawan Randikaparsa; Herni Justiana Astuti; Hermin Endratno
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11225

Abstract

This study analyzes the influence of product quality, brand image, and brand trust on customer loyalty with customer satisfaction as a mediating variable in Azarine sunscreen consumers, which is based on Expectation Confirmation Theory as a theoretical basis in explaining the formation of consumer satisfaction and loyalty. The research method used in this study is a quantitative approach with a purposive sampling technique, namely a sampling technique based on certain criteria that have been determined in accordance with the research objectives. The number of respondents collected was 350 respondents, but 10 respondents were eliminated because they did not meet the research criteria, so the total sample used in the analysis was 340 respondents. Data were analyzed using Structural Equation Modeling–Partial Least Squares 3.0 (SEM-PLS 3.0). The results showed that product quality, brand image, and brand trust had a positive and significant effect on customer satisfaction. Subsequently, brand image and brand trust were proven to have a positive and significant effect on customer loyalty, while product quality did not have a significant direct effect on customer loyalty. Customer satisfaction was proven to be able to mediate the influence of product quality, brand image, and brand trust on customer loyalty. These findings indicate that companies need to ensure product quality meets consumer expectations, maintain a positive brand image, and increase customer trust to ensure consumer satisfaction and increase customer loyalty sustainably.
Co-Authors AA Sudharmawan, AA Abhie Zeni Nurmalaya Ade Rusman Afriandika, Ivan Riski Akhmad Darmawan Akhmad Darmawan Akhmad Fauzan Akram, An Nafi Yassar Atha Al Alamsyah, Akbar Alfalisyado Alfalisyado, Alfalisyado Alfandy, Riza Alfato Yusnar Kharimasyah Andrean, Dimas Anis Shofiyani Antika, Rindi Fitri Apriyana, Nurul Arif Johar Taufiq Arini Hidayah, Arini Arofah, Rifka Utami Aryoko, Yudhistira Pradhipta Awaliya, Syifa Ayu, Nok Bagis, Fatmah Bibit Putra Pratama Chalimatus Sa'diyah Dharma Rahardhiansyah, Alldho Dika Wahyu Saputra Dimara Kusuma Hakim Dwi Yunita, Dwi Dymas Rhimba Prastita Erlita, Nicky Nur Ernawati, Yuniar Erny Rachmawati Evanthi, Olivia Dea Fahmi Afrizal Fatmah Bagis Febi Nur Risa Febriana Hidayanti Firliansa, Alek Fitir Riasi, Fatikhah Galih Novagiti Ekarahman Gemasari, Agustin Putriyana Hadi Pramono Handayani, Erna Haryanto, Totok Hengky Widhiandono, M.Si. S.E. Herni Justiana Astuti Herni Justiana Astuti Husein, Gefira Amalia Ika Nurul Azimah Ika Yustina Rahmawati Ina Alfatah Irawan Randikaparsa Justiana Astuti, Herni Kharismasyah, Alfato Yusnar Luna Dintalia Putri Luthfi Arie Widzayanto Mastur Mujib Ikhsani Maulida Nurul Innayah Miftahuddin, Muchammad Agung Muhammad Fuad Muhammad Taufiq Tamam Mulyadi P, Agus Mulyadi Purnawanto, Agus Naelati Tubastuvi Nafiza, Maharani Lulu Nirvananda, Anandita Nita Despri Kartikasari Nur Wakhidah Lulu’ul Jannah Nurazizah, Afifah Nurmalaya, Abhie Zeni Nurmasari, Eldisa Zenita Nurul Hidayah Almubarokah Pangesti, Navrila Aida Praselo, Aldi Pratama, Bibit Putra Pratama, Ikhsan Priyadi, Kaifa Mahardhika Muhammad Purnadi, Purnadi Putri, Luna Dintalia Putri, Mustikaningrum Dewanti Rafif Widianto Rahmawati, Ika Yustina Rahmawati, Putri Galuh Rakhmawati, Fitri Randikaparsa, Irawan Resta, Novia Restu Frida Utami Rijal, Muhammad Azharul Rimellaika, Ardya Risa, Febi Nur Rizka Septiana Putri Rusman, Ade Salmiati, Desi Saputra, Dika Wahyu Saputra, Dwiky Hendra Satria, Muhamad Teguh Wafa Sa’roni, Imam Arief Selamet Eko Budi Santoso Siska Liana Sururiyah, Mar'atun Suyoto Suyoto Suyoto Suyoto Suyoto Syifa Awaliya Talita Richi Stefani Totok Haryanto Tri Septin Muji Rahayu, Tri Septin Trio Nur Wibowo Wida Purwidianti Widayaningtyas, Dian Widyaningtyas, Dian Widzayanto, Luthfi Arie Wildan, Tafrikhul Yustina Rahmawati, Ika Zamakhsyari, Luthfi Zildjian, Raka Zulfikri, Moh. Danar