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...

Full description

Bibliographic Details
Main Authors: Achmad Tavip Junaedi, Evelyn Wijaya, Pamuji Hari Santoso, Stefani Chandra
Format: Article
Language:English
Published: University of Brawijaya 2022-06-01
Series:Jurnal Aplikasi Manajemen
Subjects:
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/2666
_version_ 1811238022251806720
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
work_keys_str_mv AT achmadtavipjunaedi improvingcustomerloyaltywardahbrandthroughbrandimageandpricefairnesscustomersatisfactionasaninterveningvariable
AT evelynwijaya improvingcustomerloyaltywardahbrandthroughbrandimageandpricefairnesscustomersatisfactionasaninterveningvariable
AT pamujiharisantoso improvingcustomerloyaltywardahbrandthroughbrandimageandpricefairnesscustomersatisfactionasaninterveningvariable
AT stefanichandra improvingcustomerloyaltywardahbrandthroughbrandimageandpricefairnesscustomersatisfactionasaninterveningvariable