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All Journal Jurnal Manajemen Bisnis Krisnadwipayana
Yudha Wiratama Putra
Program Studi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Loyalitas Konsumen Mie Gacoan Jatiwaringin Dipengaruhi Oleh Kualitas Produk Melalui Citra Merek Yudha Wiratama Putra; Eddy Sanusi Silitonga
Jurnal Manajemen Bisnis Krisnadwipayana Vol 14 No 1 (2026): Jurnal Manajemen Bisnis Krisnadwipayana
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jmbk.v14i1.998

Abstract

This study aims to analyze the influence of Product Quality on Consumer Loyalty of Mie Gacoan Jatiwaringin, as well as to test the role of Brand Image as a mediating variable in this relationship. This study used a quantitative approach with a survey method. The sample consisted of consumers who had previously purchased from Mie Gacoan Jatiwaringin, selected using a purposive sampling technique. The method was analyzed using Path Analysis. The results of the study indicate that: 1) Product quality has a positive and significant influence on consumer loyalty. 2) Product quality has a positive and significant influence on brand image. 3) Brand image has a positive and significant influence on consumer loyalty. 4) Brand image is proven to act as a mediating variable (possibly partial mediation), which means that product quality not only has a direct influence on loyalty, but also indirectly through the formation of a positive brand image in the minds of consumers.
Co-Authors Eddy Sanusi Silitonga