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All Journal JURNAL LENTERA BISNIS Journal of Management and Bussines (JOMB)
Leni Evangalista Marliani
Universitas Jenderal Achmad Yani
Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Image dan Product Quality terhadap Customer Loyalty melalui Customer Satisfaction Sepatu Nike di Kota Bandung Dea Nurcahyani; Leni Evangalista Marliani
Journal of Management and Bussines (JOMB) Vol 6 No 3 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i3.8739

Abstract

This research aims to analyze the influence of brand image and product quality on customer loyalty which is mediated by customer satisfaction of Nike shoes in the city of Bandung. The research method uses a quantitative approach with surveys and Likert questionnaires. The research instrument has gone through the validity, reliability, classical, multiple regression and Sobel test stages. SPSS version 25 software tools and an online Sobel calculator were used to analyze the data. The research results show that the second, fourth, fifth and seventh hypotheses successfully reject H0 and the first, third and sixth hypotheses fail to reject H0, which means that brand image has no positive effect on loyalty mediated by customer satisfaction and product quality has a positive effect on customer loyalty mediated by customer satisfaction. In conclusion, product quality has an indirect influence on customer loyalty, mediated by customer satisfaction. Keywords: Brand Image, Product Quality, Customer Loyalty, Customer Satisfaction
PERAN TRUST DALAM MEMEDIASI PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP REPURCHASE INTENTION PADA APLIKASI TOKOPEDIA Meisa Alvioni Syamsudin; Leni Evangalista Marliani
JURNAL LENTERA BISNIS Vol. 14 No. 1 (2025): JURNAL LENTERA BISNIS, JANUARI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i1.1391

Abstract

This study aims to analyze the role of trust in mediating the effect of perceived ease of use and perceived usefulness on repurchase intention on the Tokopedia application. The population in this study are Tokopedia users who live in Bandung City. The sample was taken using purposive sampling technique with the criteria that respondents 17-64 years old who have made at least two transactions in the Tokopedia application. The number of samples in this study amounted to 120 respondents. Data were collected through an online questionnaire based on a 5-point Likert Scale and analyzed using multiple regression and the sobel test. The results showed that perceived ease of use and perceived usefulness have a positive effect on trust. Perceived ease of use, perceived usefulness, trust a positive effect on repurchase intention. The sobel test indicates that trust is able to mediate the influence between perceived ease of use and perceived usefulness on repurchase intention. This research provides important insights for the development of e-commerce strategies in increasing customer repurchase intention.
Co-Authors Dea Nurcahyani Meisa Alvioni Syamsudin