PENGARUH BRAND QUALITY, BRAND ATTITUDE DAN BRAND VALUE TERHADAP LOYALITAS PELANGGAN: DIMEDIASI OLEH KEPUASAN PELANGGAN SKINCARE SKINTIFIC
(STUDI KASUS DI KECAMATAN WONOCOLO SURABAYA)
DOI:
https://doi.org/10.51804/jiso.v8i1.96-103Keywords:
brand quality, brand atittude, brand value, kepuasan pelanggan, loyalitas pelanggan, skintificAbstract
ABSTRAK
Industri 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.
ABSTRACT
The 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.
References
Andespa, R., Yeni, Y. H., Fernando, Y., & Sari, D. K. (2023). Citra Merek, Nilai Persepsi, Kesadaran Merek, Kepercayaan Nasabah, dan Loyalitas Nasabah pada Perbankan Syariah. Jesya, 6(2), 2301–2316. https://doi.org/10.36778/jesya.v6i2.1266
Diwyarthi dkk. (2022). Perilaku Konsumen (M. Sari (ed.)). Get Press.
Genoveva, G., & Utami, N. N. (2020). THE INFLUENCE OF BRAND IMAGE, HALAL LABEL, AND HALAL AWARENESS ON CUSTOMERS PURCHASING DECISION OF HALAL COSMETIC. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 355. https://doi.org/10.24912/jmieb.v4i2.8381
Gultom, D. K., Arif, M., & Muhammad Fahmi. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. MANEGGGIO: Jurnal Ilmiah Magister Manajemen, 3(2), 273–282. http://jurnal.umsu.ac.id/index.php/MANEGGIO
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
Hasan, A. (2014). Marketing dan Kasus-kasus Pilihan. CAPS.
Kotler, Philip, K. L. K. (2018). Manajemen Pemasaran (12 (1)). PT Indeks.
Kusuma, R. W. (2015). Pengaruh Kualitas Produk, Harga, Fasilitas Dan Emosional Terhadap Kepuasan Pelanggan. Jurnal Ilmu Dan Riset Manajemen, 4(12), 1–17.
Lancia, F., Liliyana, & Azis, A. (2023). K-Beauty dan Standar Kecantikan di Indonesia (Analisis Wacana Sara Mills pada Kanal YouTube Priscilla Lee). Jurnal Multidisiplin West Science, 2(1), 56–68. https://doi.org/10.58812/jmws.v2i1.175
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND EQUITY: BRAND TRUST, BRAND IMAGE, PERCEIVED QUALITY, & BRAND LOYALTY. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459
Downloads
Published
Issue
Section
License
Copyright (c) 2025 JISO : Journal of Industrial and Systems Optimization
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
With the receipt of the article by JISO Editorial Board and the decision to be published, the copyright regarding the article will be transferred to JISO. The copyright transfer form can be downloaded here.
JISO has the right to multiply and distribute the article and every author is not allowed to publish the same article that was published in this journal.
JISO is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
