¹Dede Solihin, ²Imbron, ³Nandang Hidayat

^1,2University of Pamulang, South Tangerang Indonesia

³University of Pakuan, Bogor Indonesia

DOI : https://doi.org/10.58806/ijsshmr.2025.v4i1n25

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ABSTRACT

This study aims to determine the factors that influence customer loyalty with customer satisfaction as a mediator at PT. Alfa Indah Abadi. The method used is a casuality design. The population in this study were all customers of PT. Alfa Indah Abadi with a sample size of 100 respondents. Data collection techniques using questionnaires and data analysis methods using Structural Equation Modeling (SEM). The results of the study indicate that product quality has a significant effect on customer satisfaction. Brand image has an effect on customer satisfaction but is not significant. Product quality has no effect on customer loyalty. Brand image has no effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Customer satisfaction is indirectly able to be a mediating variable between product quality and brand image on customer loyalty.

KEYWORDS:

Product Quality, Brand Image, Customer Satisfaction, Customer Loyalty

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VOlUME 04 ISSUE 01 JANUARY 2025