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All Journal JMM (Jurnal Masyarakat Mandiri) Jurnal Ilmiah Pendidikan Scholastic Repertorium: Jurnal Ilmiah Hukum Kenotariatan Akrab Juara : Jurnal Ilmu-ilmu Sosial Enggang: Jurnal Pendidikan, Bahasa, Sastra, Seni, dan Budaya Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Penelitian Ekonomi Manajemen dan Bisnis Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Jurnal Bisnis dan Kewirausahaan Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Isman Isman
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Arts Biochemistry, Genetics & Molecular Biology Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Other

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Journal : Jurnal Penelitian Ekonomi Manajemen dan Bisnis

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Pengaruh Logo dan Nilai Hedonik terhadap Loyalitas Pelanggan Dimediasi Oleh Kepuasan Pelanggan Store Buttonscraves Muara Bungo Nuraini Nuraini; Isman Isman; Misra Yeni R
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 4 No. 4 (2025): Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v4i4.5620

Abstract

The research aims to determine the influence of Logo and Hedonic Value on Customer Loyalty, mediated by Customer Satisfaction at the Buttonscraves Store in Muara Bungo. Using a Descriptive research method and Quantitative analysis with the SmartPLS 4.0 testing tool, the number of respondents is 100 people. The results of this study directly show that the Logo (X1) significantly influences Customer Loyalty (Y), with a T-Statistic value of (2.198 > 1.96). The Logo (X1) does not influence Customer Satisfaction, with a T-Statistic value of (0.913 < 1.96). The Hedonic Value (X2) influences Customer Loyalty (Y), with a T-Statistic value of (3.750 > 1.96). Furthermore, the Hedonic Value influences Customer Satisfaction (Z), with a T-Statistic value of (10.381 > 1.96). Customer Satisfaction (Z) significantly influences Customer Loyalty (Y), with a T-Statistic value of (3.699 > 1.96). Indirectly, the Logo (X1) does not significantly influence Customer Loyalty (Y) when mediated by Customer Satisfaction (Z), with a T-Statistic of (0.895 < 1.96). Additionally, the Hedonic Value (X) significantly influences Customer Loyalty (Y) when mediated by Customer Satisfaction (Z), with a T-Statistic of (3.237 > 1.96).
Co-Authors Anwarsani Anwarsani Delila Fitri Harahab Ilham AR Ilham AR Levi Alkausar Misnawati Misnawati Misra Yeni R Muhammad Asman Nabila Salwa Nirena Ade Christy Nuraini Nuraini Ruliyani Ruliyani Setiono Setiono Sumiati Sumiati Sumiati Sumiati Yesni Nopy Yudhi Novriansyah Yudhi Novriansyah, Yudhi