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Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen (Studi Pada J.Co Donuts & Coffee Java Supermall Kota Semarang)

*Chelsea Nauly  -  Universitas Diponegoro Semarang, Indonesia
Saryadi Saryadi  -  Universitas Dipoegoro, Indonesia

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Abstract

Abstract: This study aims to determine the effect of brand image and product quality on consumer loyalty through customer satisfaction. The population in this study were the customers of J.Co Donuts & Coffee Java Supermall Semarang City with a total sample of 86 respondents. The data used are primary and secondary data, namely questionnaires, the results of calculations on the SPSS application, and previous thesis literature studies.This research is an explanatory research. The sampling uses non-probability sampling method with purposive sampling technique. Data-collecting uses google form online questionnaire. This research uses quantitative and qualitative analysis with validity, reliability, correlation coefficient, determination coefficient, simple regression, t test, and path analysis. The data analysis technique used is linear regression analysis with the SPSS version 20 application program.The results of the path analysis test state that customer satisfaction is able to partially mediate between brand image and product quality on consumer loyalty. The correlation coefficient of the brand image variable on consumer satisfaction has a weak relationship, while the correlation coefficient of the variable product quality on customer satisfaction has a strong relationship. The coefficient of determination of consumer loyalty can be explained by the value of 25.9% by customer satisfaction. The coefficient of determination of consumer satisfaction can be explained at 13.6% by brand image and 55.8% by product quality.

 

Keywords: Brand Image; Quality Product; Customer Loyalty; Customer Satisfaction

 

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen. Populasi dalam penelitian ini adalah customer J.Co Donuts & Coffee Java Supermall Kota Semarang dengan jumlah sampel sebanyak 86 responden. Data yang digunakan adalah data primer dan sekunder yaitu kuesioner, hasil perhitungan pada aplikasi SPSS, dan studi pustaka skripsi terdahulu. Penelitian ini adalah explanatory research, pengambilan sampel menggunakan metode non- probability sampling dengan teknik purposive sampling. Pengumpulan data menggunakan kuesioner online google form. Penelitian ini menggunakan analisis kuantitatif dan kualitatif dengan validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana, uji t, dan path analysis. Teknik analisis data yang digunakan adalah teknik analisis regresi linear dengan program aplikasi SPSS versi 20. Hasil uji path analysis menyatakan bahwa kepuasan konsumen mampu memediasi parsial antara brand image dan kualitas produk terhadap loyalitas konsumen. Koefisien korelasi variabel brand image terhadap kepuasan konsumen memiliki hubungan yang lemah sedangkan koefisien korelasi variabel kualitas produk terhadap kepuasan konsumen memiliki hubungan yang kuat. Koefisien determinasi loyalitas konsumen dapat dijelaskan senilai 25,9% oleh kepuasan konsumen. Koefisien determinasi kepuasan konsumen dapat dijelaskan senilai 13,6% oleh brand image dan 55,8% oleh kualitas produk.

 

Kata Kunci: Brand Image, Kualitas Produk, Loyalitas Konsumen, Kepuasan Konsumen.

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Keywords: Brand Image; Quality Product; Customer Loyalty; Customer Satisfaction

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