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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS) Bussman Journal : Indonesian Journal of Business and Management Jurnal Keuangan dan Akuntansi Terapan (KUAT) Jurnal Pengabdian Literasi Digital Indonesia Innovative: Journal Of Social Science Research Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Kemitraan Responsif untuk Aksi Inovatif dan Pengabdian Masyarakat Horizon: Indonesian Journal of Multidisciplinary
Nafiz Annas
Politeknik PGRI Banten
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Customer Satisfaction's Mediating Effect on Brand Image, Service Quality, and Customer Loyalty in The Indonesian Automotive Sector Ina Sakinah; Muhamad Fulaisum Firdaus; Nafiz Annas; Feby Arma Putra
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 3 (2026): August 2026
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/fac92f28

Abstract

This study seeks to investigate how brand image and service quality affect customer loyalty. Using survey information gathered from 100 clients of PT Tunas Toyota Ciputat, an authorized Toyota dealer in Indonesia, a quantitative explanatory research methodology was used. Purposive sampling was used to choose the respondents, and Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 was used to analyze the data. The outcomes reveal that customer satisfaction is positively and significantly impacted by both brand image and service quality. Customer loyalty is also strongly influenced by brand image, customer contentment, and service quality, with service quality being the best indicator of consumer satisfaction. Additionally, the mediation study shows that the relationship between brand image, service quality, and customer loyalty is partially mediated by customer satisfaction. In order to improve customer happiness and cultivate long-term customer loyalty in the Indonesian automobile sector, our findings emphasize the strategic significance of enhancing brand image and consistently increasing service quality. By offering empirical proof of the mediating function of customer happiness in explaining customer loyalty within the framework of the Indonesian automotive sector, this study adds to the body of literature on marketing. 
Co-Authors Adhelia Permata Safrina Angel Tania Anindya, Dessy Astrid Arief Rahman Bambang Arianto Bani Valeriano Akbar Basuki Rahmat Masdi Siduppa Billal Rivaldy Deti Kurniati Dewi Agustina Solihin Faizah , Erna Nur Fatmawati, Eva Feby Arma Putra Gurruh Dwi Septano Hakim, Adi Lukman Handayani, Bekti Hardi Kurnianto Hayatunnufus Hayatunnufus Hidayatullah, M Wildan Ina Sakinah Inayatuddiniyah inayatuddiniyah Jafar Sodik Jaya, Nurhadi Muhamad Fulaisum Firdaus Muhammad Dian Feriawan Muhammad Irgi Fachrezi Reni Reni Haerani Rezty Arizta Putri Rosdiana Rosdiana Safrina, Adhelia Permata Sindi Maulinda Siregar , Azijah Tussolihah Tania, Shifa TB Ade Rahmatullah Toyib, Abu Umrotul Ummayah Wulandjani , Harimurti Yusuf, Rifki Maulana Zaenal Arifin