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Yolandafitri Zulvia
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Department of Management, Faculty of Economics, Universitas Negeri Padang (UNP) Prof Dr. Hamka. Rd, Air Tawar Barat, North Padang Padang City, West Sumatera, Indonesia 25132
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INDONESIA
Marketing Management Studies
Published by Universitas Negeri Padang
ISSN : 27984389     EISSN : 27984397     DOI : https://doi.org/10.24036/mms
Core Subject : Humanities, Social,
Humanities Environmental Science Social Sciences
This journal encompasses marketing management, strategic management, business decisions, processes, and activities within the actual business setting.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 152 Documents
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Brand image, customer satisfaction, and loyalty in Mineral Water industry: a mediation analysis Yafi, Muhammad Agra; Wardi, Yunia
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.624

Abstract

The purpose of this research is to investigate the impact of brand image of Aqua bottled water products and other bottled water brands on customer loyalty, with customer satisfaction acting as a mediating factor. The intense competition within Indonesia's bottled water industry, coupled with the shifting consumer perceptions driven by external socio-political issues, highlights the need to understand the factors that drive customer loyalty. This research employs a quantitative approach with a causal research design, involving 150 respondents from Padang City, selected By employing purposive sampling. Data were collected using a structured online questionnaire (Google Forms) and analyzed with Partial Least Squares (PLS) using SmartPLS software. The findings indicate that Aqua’s brand image Positively and significantly impacts customer loyalty, both in a direct manner and through the mediation of customer satisfaction. as a mediator. Conversely, the brand image of competing bottled water brands negatively affects customer loyalty. Furthermore, customer satisfaction plays a crucial mediating role, strengthening The connection between brand image and customer loyalty. These findings emphasize the importance for companies to maintain a strong brand image and continuously improve customer satisfaction to enhance consumer loyalty in an increasingly competitive market.
The mediating effect of brand trust on social media marketing-brand loyalty relationship in Mineral Water industry Najib, Hafizhun; Yasri, Yasri
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.628

Abstract

This study aims to analyze the effect of social media marketing on brand loyalty of Aqua mineral water in Padang City with brand trust as a mediating variable. Using quantitative methods with hypothesis testing at the 5% significance level, the results showed that social media marketing has a positive effect on brand loyalty, strengthened by consumer trust. This study recommends the importance of monitoring the effectiveness of social media content using digital metrics, and invites further research to explore other factors that influence brand loyalty. The findings contribute to academics and practitioners in understanding marketing strategies in the digital age.

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