PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN PERCEIVED QUALITY DALAM MENINGKATKAN KEPUASAN PELANGGAN MIXUE

Fatrian Maulya Febriansyah (ASA University Indonesia)
Parlagutan Sillitonga (ASA University Indonesia)

Journal of Management and Leadership
Vol. 9 No. 1 (2026): Vol. 9, No. 1, May 2026

This study aims to analyze the influence of social media marketing, brand image, and perceived quality on customer loyalty to the Mixue beverage brand. The research method used is a quantitative approach with data collection techniques through questionnaires to 212 respondents who have purchased Mixue beverage products. The results of respondent data are processed using the Smart PLS application. Data collected through analysis of Mixue customers from Jabodetabek to outside Jabodetabek. Data analysis includes validity, reliability, and hypothesis testing. The results of the hypothesis show that Social Media Marketing, Brand Image, and Perceived Quality have a positive influence on Customer Satisfaction. The conclusion states that Perceived Quality has a high effectiveness influence to encourage Customer Satisfaction.