PENGARUH BRAND QUALITY, BRAND ATTITUDE DAN BRAND VALUE TERHADAP LOYALITAS PELANGGAN: DIMEDIASI OLEH KEPUASAN PELANGGAN SKINCARE SKINTIFIC: (STUDI KASUS DI KECAMATAN WONOCOLO SURABAYA)

Arif, Donny
Ramadhini, Ananda Putri

JISO : Journal of Industrial and Systems Optimization
Vol. 8 No. 1 (2025): Juni 2025

ABSTRAKIndustri skincare terus berkembang pesat, dengan Skintific menjadi salah satu merek yang paling dicari di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh brand quality, brand attitude, dan brand value terhadap loyalitas pelanggan, dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan 100 responden pelanggan Skintific di Kecamatan Wonocolo, Surabaya. Analisis dilakukan dengan metode Partial Least Square (PLS) menggunakan SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa brand quality, brand attitude, dan brand value berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Brand quality dan brand value juga berpengaruh signifikan terhadap loyalitas pelanggan. Namun, brand attitude tidak berpengaruh signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan terbukti memediasi hubungan antara variabel-variabel tersebut dan loyalitas. Penelitian ini memberikan kontribusi dalam memahami dinamika loyalitas pelanggan dalam konteks merek viral dan memperkuat pentingnya peran kepuasan pelanggan dalam strategi pemasaran. ABSTRACTThe skincare industry is rapidly growing, with Skintific emerging as one of the most sought-after brands in Indonesia. This study aims to examine the influence of brand quality, brand attitude, and brand value on customer loyalty, with customer satisfaction as a mediating variable. A quantitative approach was used with 100 respondents who are Skintific customers in Wonocolo District, Surabaya. The data were analyzed using Partial Least Square (PLS) with SmartPLS 3.2.9. The findings show that brand quality, brand attitude, and brand value significantly affect customer satisfaction. Furthermore, brand quality and brand value have a significant positive effect on customer loyalty. However, brand attitude does not significantly influence customer loyalty. Customer satisfaction is found to mediate the relationship between these variables and loyalty. This study contributes to a deeper understanding of customer loyalty in the context of viral skincare brands and highlights the importance of customer satisfaction in marketing strategies.