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All Journal Masalah-Masalah Hukum Economic Education Analysis Journal JURNAL MANAJEMEN MOTIVASI JURNAL PENDIDIKAN ROKANIA Jurnal Kesehatan Medika Saintika Edukasi Islami: Jurnal Pendidikan Islam JURNAL PENDIDIKAN TAMBUSAI JIKA: Jurnal Ilmu Keuangan dan Perbankan JURNAL MANAJEMEN BISNIS Jurnal Administrasi dan Manajemen Diklat Review : Jurnal manajemen pendidikan dan pelatihan Jurnal 'Aisyiyah Medika Majalah Ilmiah Warta Dharmawangsa Journal On Teacher Education (Jote) TIN: TERAPAN INFORMATIKA NUSANTARA Jurnal Sains Kesehatan Economics and Digital Business Review Mitra Raflesia (Journal of Health Science) Jurnal Kesehatan Tambusai Journal La Lifesci Journal of English Language and Education Interdisciplinary Social Studies MAUIZHAH JURNAL KAJIAN KEISLAMAN Jurnal Kesehatan Terapan Jurnal Gramaswara: Jurnal Pengabdian kepada Masyarakat Jurnal Pengabdian Masyarakat Bhinneka Jurnal Embrio Linggau Journal Science Education (LJSE) Tamaddun Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis JAKTABANGUN: Jurnal Akuntansi dan Pembangunan PPSDP International Journal of Education Ahlussunnah: Journal of Islamic Education Journal of Community Service (Abdisci) Jurnal Pengabdian Kader Bangsa
Neni Triana, Neni
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Journal : JURNAL MANAJEMEN BISNIS

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The Influence of Brand Image and Packaging on Loyalty through Customer Satisfaction : A Study of Amplang Obic Customers in Ketapang Regency Oktaviani, Nabila; Triana, Neni
Jurnal Manajemen Bisnis Vol. 12 No. 1 (2025): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v12i1.961

Abstract

This study aims to identify the influence of Brand Image and Packaging on Customer Loyalty for Amplang Obic in Ketapang Regency, with Customer Satisfaction as an intervening variable. The food industry is experiencing rapid growth, resulting in increased competition, which Amplang Obic faces from other producers offering similar products. To remain competitive, Amplang Obic must develop strategies to distinguish itself. The research employs an associative approach, with purposive sampling as the sample collection technique. A total of 100 respondents, all of whom are customers who purchase and consume Amplang Obic, participated in the study. Data analysis was conducted using structural equation modeling (SEM) with SmartPLS 3 software. The findings indicate that all variables meet the criteria for validity and reliability. Hypothesis testing reveals that Brand Image and Packaging have a positive and significant effect on Customer Satisfaction, although neither has a significant direct effect on Customer Loyalty. However, Customer Satisfaction positively and significantly influences Customer Loyalty. Furthermore, when mediated by Customer Satisfaction, both Brand Image and Packaging demonstrate a positive and significant effect on Customer Loyalty.
Co-Authors Abellyani, Lulu Afrika, Leni Akbar, Fadhly Alrival, Alrival Ana Ramadhona Anggraini, Yopita Anita, Fenny Apriani, Maya Apriliyana, Wika Asha, Ananda Azzahra, Yumna Shafa BOBBY RAHMAN, BOBBY Camila, Geisya Safana Cesy, Cesy Cut Shelly Fajrina Darmansyah, Ari Darmansyah, M Ari Dedy Juliandri Panjaitan Dewi, Rita Annisa Dian Mayasari Endah Wahyuningsih Fadhil Mahdi, Fadhil Fadhillah, Lala Syahidatul Fauzan Febriadi, Rangga Feliansyah, Rifal Ferdiansyah, Aldi Fernalia, Fernalia Fikri, Haslam Firman Syah Noor Firmansyah Firmansyah Fitrie, Hidayatul Galih Putra Pamungkas Gito, Ariyus Popsi Gultom, Venny Mayumi Gundary, Puspa Gusparia, Widya Sandi, Hafsari, Delia Dwi Hariani, Yuli Hasibuan, Nurul Laylan Heldy BZ Herlambang, Bagas Indra Jamaluddin Jamaluddin Juanita Juanita Juksen, Loren Kartika, Dhea Amelia Khorisma Putri, Rheka Wahyuni Kurniawan, Ardian Kusriandi, Wendi M. Daud Yahya, M. Daud M. Rahman Maisyuri Maulidina Sari Maya Sari, Gita maydinar, dian dwiana Milda Ernita Miswar MMSI Irfan ,S. Kom Mutiara, Sekar Muttaqien Muttaqien, Muttaqien Nadeak, Thomas Nashihin, Husna Netri, Zimanda Herko Ngudiantoro . Nilpendra, Nestri Natasya Noraini, Siti Nst, Asrindah Nursuadila , Nursuadila Oktaviani, Nabila Pera, Pera Puspita, Licha Dian Ramadhani, Maya Roni Faslah Saharuddin Saifudin Saifudin Salfiati, Dewi Sari, Gita Maya Sari, Reski Permata Satria Jaya Priatna, Satria Jaya Sayed Shadli Sirait, Betty Sitanggang, Melisa Sri Kartini, Sri Sugito - Supriyanto, Gatot Suriadiman, Noprieka Syakirah, Dea Theresiana, Yunita Utami, Anggun Cahya warsita, Desi Wassab, El Wulandari, Cici Sintia Wulandari, Okta Tri Zulkifli Musthan, Zulkifli