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All Journal JURNAL MANAJEMEN BISNIS PRAJA: Jurnal Ilmiah Pemerintahan AN-Nur: Jurnal Kajian dan Pengembangan Kesehatan Masyarakat Emerging Statistics and Data Science Journal
Oktaviani, Nabila
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Computer Science & IT Economics, Econometrics & Finance Education Health Professions Mathematics Medicine & Pharmacology Public Health Social Sciences Veterinary

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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 Achmad Fauzan, Achmad Febrian, A. Tsani Sabhan Fini Fajrini har Margaretha, Karyn Neni Triana, Neni Pratama, Virdean Paulia Rotua Simanjuntak, Maria Equina Triana Srisantyorini Widyastuti, Galuh