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All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS
Robi'ah, Putri
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Economics, Econometrics & Finance

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The Effect of Brand Image and Somethinc's Product Prices on Customer Loyalty with Customer Satisfaction as Intervening Variable Sinaga, Inggrid Wahyuni; Robi'ah, Putri
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 12 No. 1 (2024): Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis - Juli 2024
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaemb.v12i1.6015

Abstract

This research aims to analyze the relationship between brand image and price and how it affects customer loyalty for Somethinc products and customer satisfaction as intervening variable. This study uses a quantitative approach, collecting primary data via questionnaires using survey methods. In the research sampling, the purposive sampling technique was used. A total of 200 people who used Somethinc product made up the research sample. The Smartpls application was then used to evaluate the survey data using the SEM-PLS analysis technique. According to the study's findings, brand image and price affect customer satisfaction, but brand image have no bearing on customer loyalty. Price and customer satisfaction, on the other hand, have an affect on consumer loyalty. Additionally, this study's findings show that customer satisfaction is proven to be able to mediate the indirect effect of brand image and price on Somethinc's customer loyalty
Co-Authors Sinaga, Inggrid Wahyuni