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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal Bisnis Dan Kajian Strategi Manajemen Ilomata International Journal of Management Indonesian Journal of Social Research (IJSR) Ilomata International Journal of Management Journal of Artificial Intelligence and Digital Business MATAI: International Journal of Language Education Jurnal Dinamika Manajemen
Pramadanti, Rindika
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Eco-Driven Desire: The Synergy of Brand Image and Emotion in Cultivating Loyal Consumers Pramadanti, Rindika; Gultom, Masrina; Sihombing, Rusman Effendi
Indonesian Journal of Social Research (IJSR) Vol 7 No 3 (2025): Indonesian Journal of Social Research (IJSR)
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/ijsr.v7i3.661

Abstract

This study investigates the influence of green marketing, brand image, and emotional desire on customer satisfaction and loyalty within the context of McDonald's, a leading brand in the fast-food industry. In response to growing environmental awareness and intense market competition, companies are increasingly required not only to offer high-quality products but also to foster emotional connections and build strong, positive brand images in the minds of consumers. Employing a quantitative approach, this research uses a survey method targeting consumers of environmentally friendly products. The population comprised customers who had made at least two purchases at McDonald’s, and data were collected using a purposive sampling technique, yielding a total of 225 respondents. Questionnaires were distributed between February and April 2025, and data were analyzed using the SmartPLS software. The findings reveal that green marketing, brand image, and emotional desire significantly influence customer satisfaction. Moreover, brand image and emotional desire directly impact customer loyalty, while green marketing does not have a direct effect. Emotional desire also indirectly positively affects customer loyalty through the mediating role of customer satisfaction. However, green marketing and brand image do not exhibit significant indirect effects through customer satisfaction. This study contributes to understanding emotional and sustainability-related drivers of customer loyalty in the fast-food sector. It offers practical implications for marketers and business practitioners, emphasizing the need to integrate emotional engagement and environmentally responsible strategies to enhance customer loyalty.
Brand Awareness and Trust as a Factor The Determinant of Customer Loyalty: The Role of Mediation Customer Satisfaction Michelle, Audrey Twyla; Pramadanti, Rindika
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6688

Abstract

This study aims to analyze the effect of brand awareness and trust on customer satisfaction and customer loyalty at Chatime, both directly and indirectly through satisfaction as a mediating variable. The research seeks to understand how consumers’ perceptions of a popular beverage brand influence their satisfaction levels and long-term loyalty. Primary data were collected from 190 respondents using a five-point Likert-scale questionnaire distributed through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS version 3.0. Hypothesis testing was conducted by evaluating path coefficients, T-statistics, and P-values to determine the significance of relationships among variables. The results show that brand awareness has a positive and significant effect on customer satisfaction and customer loyalty. Trust also positively influences satisfaction and loyalty, although its direct effect on loyalty is not always significant. Furthermore, customer satisfaction acts as an important mediating variable that strengthens the relationship between brand awareness, trust, and loyalty. Satisfying customer experiences, including product quality, service performance, and price fairness, encourage repeat purchases and long-term commitment. Therefore, strengthening brand image, maintaining trust, and improving overall customer experience are essential strategies to enhance loyalty in the competitive beverage industry.  
Co-Authors Achmadi, Rudhi Anggita, Rica Azzahra, Sabrina - Gultom, Masrina Handika, Sastra - Lucky, Ratna Masrina Gultom Michelle, Audrey Twyla Rusman Effendi Sihombing Sihombing, Rusman Efendi Sihombing, Rusman Effendi Vitaharsa, Leonardo Indra