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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science
Catur Widayati
Faculty of Economics and Business, Universitas Mercu Buana, Jakarta, Indonesia
Economics, Econometrics & Finance Education

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Exploring Customer Loyalty from an Image and Satisfaction Perspective: A Case Study of Traditional Culinary in Yogyakarta Catur Widayati; Tri Jayanti; Hendra Wiyanto; Herlina Budiono; Ikhyandini Garindia Atristyanti
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.4908

Abstract

This study aims to examine and analyze the effect of Cognitive Image, Unique Image, and Affective Image on Customer Loyalty through Satisfaction as a mediating variable among visitors of Mie Jowo Mbah Gito in Yogyakarta. The population in this study consists of the community or customers of Mie Jowo Mbah Gito who have made at least two purchases in the last six months, with a sample size of 110 based on the Heir formula. This research is a quantitative study with data collection using a survey method. Data analysis is performed using Partial Least Squares (PLS) 4. he results of the study show that: 1) Affective Image has a significant positive effect on customer satisfaction, meaning that improving affective Image can increase customer satisfaction. 2) Affective Image also has a significant effect on customer loyalty, indicating that a good affective Image can enhance customer loyalty. 3) Customer satisfaction has a significant positive effect on customer loyalty, meaning that the higher the customer satisfaction, the higher the loyalty level. 4) Cognitive Image has a significant positive effect on customer satisfaction, meaning that a strong cognitive Image can improve customer satisfaction. 5) Cognitive Image also has a significant positive effect on customer loyalty, indicating that strong belief in cognitive Image will strengthen customer loyalty. 6) Unique Image has a significant positive effect on customer satisfaction, meaning that a good unique Image can increase customer satisfaction. 7) Unique Image also has a significant positive effect on customer loyalty, indicating that a strong unique Image can enhance customer loyalty. 8) Customer satisfaction mediates the effect of cognitive Image on customer loyalty. 9) Customer satisfaction also mediates the effect of unique Image on customer loyalty. 10) Customer satisfaction mediates the effect of affective Image on customer loyalty. This study provides an important contribution in understanding the relationship between the Image formed by Mie Jowo Mbah Gito and customer satisfaction and loyalty.
An Empirical Study of Word of Mouth Strategies and Positive Recommendation Intentions in Private High Schools Laurencia Anindiya Agustine Puspita Sari; Catur Widayati; Purnamawati Helen Widjaja; Dekrita Putri Puspa Wijaya
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 4 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Maret - April 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i4.7618

Abstract

Education is very necessary for the community to avoid ignorance, therefore competition also exists at the high school level, especially for private schools where one competes with another to get prospective students who will later become the best graduates. This study aims to analyze and test the influence of e-service quality variables, positive WOM, customer trust. The entire object that is the main focus is private high school students in Tangerang City. Sampling uses a purposive sampling method based on certain criteria such as distributing questionnaires with several related statements about things based on existing indicator variables and using a quantitative method with a causal approach between the independent variables and the dependent variables used in the study, which is calculated using the Slovin formula because the number of populations is known so that the existing sample after being calculated is 390. And this study uses the Smart PLS ver 4.0.9.6 analysis method. The results of the existing hypothesis test, it shows that the E-Service Quality and Customer Trust variables have significant positive results on the Positive Word of Mouth variable. The existing findings indicate that if the school provides good service, it will gain consumer trust which will later lead to positive reviews from consumers to others.
Co-Authors Dekrita Putri Puspa Wijaya Hendra Wiyanto Herlina Budiono Ikhyandini Garindia Atristyanti Laurencia Anindiya Agustine Puspita Sari Purnamawati Helen Widjaja Tri Jayanti