IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE
This research aimed to analyze the effect of brand image and price fairness on Wardah brand customer loyalty with customer satisfaction as an intervening variable. The data used was primary data collected using a questionnaire containing 21 questions. The number of respondents was 165 respondents co...
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Format: | Article |
Language: | English |
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University of Brawijaya
2022-06-01
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Series: | Jurnal Aplikasi Manajemen |
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Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2666 |
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author | Achmad Tavip Junaedi Evelyn Wijaya Pamuji Hari Santoso Stefani Chandra |
author_facet | Achmad Tavip Junaedi Evelyn Wijaya Pamuji Hari Santoso Stefani Chandra |
author_sort | Achmad Tavip Junaedi |
collection | DOAJ |
description | This research aimed to analyze the effect of brand image and price fairness on Wardah brand customer loyalty with customer satisfaction as an intervening variable. The data used was primary data collected using a questionnaire containing 21 questions. The number of respondents was 165 respondents consisting of Customers who made repeated purchases of Wardah products in Pekanbaru City. The data were analyzed using path analysis with the help of the PLS program. The results showed that brand image and price fairness positively and significantly affected customer satisfaction. The brand image had an insignificant effect on customer loyalty. Price fairness and customer satisfaction positively and significantly affect customer loyalty. Brand image intervened by customer satisfaction had a positive and significant effect on customer loyalty. The last one is price fairness intervened by customer satisfaction had an insignificant effect on customer loyalty. Thus, companies should maintain customer satisfaction to reinforce customer loyalty and gain a larger market share. |
first_indexed | 2024-04-12T12:34:35Z |
format | Article |
id | doaj.art-c515211e3e4249108fcb3fe141662d87 |
institution | Directory Open Access Journal |
issn | 1693-5241 2302-6332 |
language | English |
last_indexed | 2024-04-12T12:34:35Z |
publishDate | 2022-06-01 |
publisher | University of Brawijaya |
record_format | Article |
series | Jurnal Aplikasi Manajemen |
spelling | doaj.art-c515211e3e4249108fcb3fe141662d872022-12-22T03:32:56ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322022-06-0120210.21776/ub.jam.2022.020.02.141379IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLEAchmad Tavip Junaedi0Evelyn Wijaya1Pamuji Hari Santoso2Stefani Chandra3Institut Bisnis dan Teknologi Pelita Indonesia, IndonesiaInstitut Bisnis dan Teknologi Pelita Indonesia, IndonesiaInstitut Bisnis dan Teknologi Pelita Indonesia, IndonesiaInstitut Bisnis dan Teknologi Pelita Indonesia, IndonesiaThis research aimed to analyze the effect of brand image and price fairness on Wardah brand customer loyalty with customer satisfaction as an intervening variable. The data used was primary data collected using a questionnaire containing 21 questions. The number of respondents was 165 respondents consisting of Customers who made repeated purchases of Wardah products in Pekanbaru City. The data were analyzed using path analysis with the help of the PLS program. The results showed that brand image and price fairness positively and significantly affected customer satisfaction. The brand image had an insignificant effect on customer loyalty. Price fairness and customer satisfaction positively and significantly affect customer loyalty. Brand image intervened by customer satisfaction had a positive and significant effect on customer loyalty. The last one is price fairness intervened by customer satisfaction had an insignificant effect on customer loyalty. Thus, companies should maintain customer satisfaction to reinforce customer loyalty and gain a larger market share.https://jurnaljam.ub.ac.id/index.php/jam/article/view/2666brand imageprice fairnesscustomer satisfactioncustomer loyalty |
spellingShingle | Achmad Tavip Junaedi Evelyn Wijaya Pamuji Hari Santoso Stefani Chandra IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE Jurnal Aplikasi Manajemen brand image price fairness customer satisfaction customer loyalty |
title | IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE |
title_full | IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE |
title_fullStr | IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE |
title_full_unstemmed | IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE |
title_short | IMPROVING CUSTOMER LOYALTY WARDAH BRAND THROUGH BRAND IMAGE AND PRICE FAIRNESS: CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE |
title_sort | improving customer loyalty wardah brand through brand image and price fairness customer satisfaction as an intervening variable |
topic | brand image price fairness customer satisfaction customer loyalty |
url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2666 |
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