PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DENGAN LOYALITAS PELANGGAN SEBAGAI VARIABEL MEDIASI (STUDI KASUS DI PT. PROPAN RAYA ICC KENDARI)

Waru, Ridwan L
Latief, Fitriani
Asri, Asri

Jurnal Manajemen STIE Muhammadiyah Palopo
Vol 11, No 2 (2025): Articles in Press

This study aims to analyze the influence of service quality and brand image on customer satisfaction, with customer loyalty as a mediating variable at PT. Propan Raya ICC Kendari. The analysis was conducted using SEM-PLS with the assistance of SmartPLS. The results showed that brand image had a positive and significant effect on customer satisfaction (P = 0.000), but not on customer loyalty (P = 0.963). Service quality had a significant effect on satisfaction (P = 0.000) and customer loyalty (P = 0.000). Meanwhile, customer satisfaction had no significant effect on loyalty (P = 0.760). The mediation test showed that customer loyalty did not mediate the effect of brand image or service quality on customer satisfaction (P = 0.988 and P = 0.765). Overall, service quality and brand image had a direct effect on customer satisfaction, but customer loyalty did not act as a mediator.