Mediasi Kepuasan Pelanggan pada Hubungan Brand Image dan Brand Trust terhadap Loyalitas Pelanggan (Studi Kasus: Usaha Ikan Asap Bahontobungku, Kabupaten Morowali)
The Moderating Role of Customer Satisfaction in the Relationship Between Brand Image and Brand Trust and Customer Loyalty (Case Study: Bahontobungku Smoked Fish Business, Morowali Regency)
DOI:
https://doi.org/10.56338/jks.v9i9.12189Keywords:
Brand Image, Brand Trust, Kepuasan Pelanggan, Loyalitas PelangganAbstract
Tujuan penelitian ini yakni Menganalisis dan membuktikan signifikansi pengaruh positif brand image terhadap kepuasan pelanggan. Mmenguji dan menjelaskan sejauh mana pengaruh positif brand trust terhadap tingkat kepuasan pelanggan pada usaha ikan asap Bahontobungku di Kabupaten Morowali. Menganalisis daya dukung brand image dalam memengaruhi loyalitas pelanggan pada usaha ikan asap Bahontobungku di Kabupaten Morowali secara positif dan signifikan. Membuktikan secara empiris pengaruh positif dan signifikan brand trust terhadap loyalitas pelanggan pada usaha ikan asap Bahontobungku di Kabupaten Morowali. Menguji dan menganalisis kontribusi positif serta signifikansi kepuasan pelanggan terhadap peningkatan loyalitas pelanggan pada usaha ikan asap Bahontobungku di Kabupaten Morowali. Menganalisis dan menjelaskan efektivitas peran kepuasan pelanggan sebagai variabel mediasi pada pengaruh brand image terhadap loyalitas pelanggan pada usaha ikan asap Bahontobungku di Kabupaten Morowali secara positif dan signifikan. Menganalisis dan menjelaskan efektivitas peran kepuasan pelanggan sebagai variabel mediasi pada pengaruh brand trust terhadap loyalitas pelanggan pada usaha ikan asap Bahontobungku di Kabupaten Morowali secara positif dan signifikan. Penelitian ini untuk menjelaskan hubungan kausal antarvariabel melalui pengujian hipotesis, penelitian ini mengadopsi pendekatan kuantitatif deduktif berjenis eksplanatori, dengan data yang diperoleh dari wawancara terhadap 100 orang responden melalui kuesioner yang telah disiapkan secara rapi. Teknik analisis yang digunakan adalah teknik analisis Structural Equation Modeling dengan pendekatan Partial Least Squares (SEM-PLS, analisis akan dilakukan dalam dua tahap utama: pertama, evaluasi outer model (model pengukuran) untuk memastikan validitas dan reliabilitas instrumen; dan kedua, evaluasi inner model (model struktural) untuk menguji signifikansi hubungan antar variabel serta koefisien determinasi dari model penelitian. Hasil Penelitian menunjukkan bahwa Brand Image berpengaruh secara negatif dan signifikan terhadap Kepuasan Pelanggan Usaha Ikan Asap Bahontobungku, Kabupaten Morowali. Brand Trust berpengaruh secara positif dan signifikan terhadap Kepuasan Pelanggan Usaha Ikan Asap Bahontobungku, Kabupaten Morowali. Brand Image berpengaruh langsung secara positif tetapi tidak signifikan terhadap Loyalitas Pelanggan Usaha Ikan Asap Bahontobungku, Kabupaten Morowali. Brand Trust berpengaruh langsung secara positif dan signifikan terhadap Loyalitas Pelanggan Usaha Ikan Asap Bahontobungku, Kabupaten Morowali. Kepuasan Pelanggan berpengaruh positif tapi tidak signifikan terhadap Loyalitas Pelanggan Usaha Ikan Asap Bahontobungku, Kabupaten Morowali. Kepuasan Pelanggan tidak terbukti memediasi secara positif dan signifikan hubungan antara brand image dan loyalitas pelanggan pada Usaha Ikan Asap Bahontobungku, Kabupaten Morowali. Kepuasan Pelanggan tidak terbukti memediasi secara positif dan signifikan hubungan antara brand Trust dan loyalitas pelanggan pada Usaha Ikan Asap Bahontobungku, Kabupaten Morowali.
The objectives of this study are to analyze and demonstrate the significance of the positive influence of brand image on customer satisfaction; to test and explain the extent to which brand trust positively influences customer satisfaction levels at the Bahontobungku smoked fish business in Morowali Regency; and to analyze the positive and significant role of brand image in influencing customer loyalty at the Bahontobungku smoked fish business in Morowali Regency. To empirically demonstrate the positive and significant influence of brand trust on customer loyalty at the Bahontobungku smoked fish business in Morowali Regency. To test and analyze the positive contribution and significance of customer satisfaction toward increasing customer loyalty at the Bahontobungku smoked fish business in Morowali Regency. To analyze and explain the effectiveness of customer satisfaction as a mediating variable in the positive and significant influence of brand image on customer loyalty at the Bahontobungku smoked fish business in Morowali Regency. To analyze and explain the effectiveness of customer satisfaction as a mediating variable in the positive and significant influence of brand trust on customer loyalty at the Bahontobungku smoked fish business in Morowali Regency. This study aims to explain the causal relationships among variables through hypothesis testing. It adopts a deductive, explanatory quantitative approach, with data obtained from interviews with 100 respondents using a carefully designed questionnaire. The analysis technique used is Structural Equation Modeling with the Partial Least Squares approach (SEM-PLS). The analysis will be conducted in two main stages: first, evaluation of the outer model (measurement model) to ensure the validity and reliability of the instruments; and second, evaluation of the inner model (structural model) to test the significance of the relationships between variables as well as the coefficient of determination of the research model. The research findings indicate that brand image has a negative and significant effect on customer satisfaction at the Bahontobungku Smoked Fish Business in Morowali Regency. Brand trust has a positive and significant effect on customer satisfaction at the Bahontobungku Smoked Fish Business in Morowali Regency. Brand image has a direct, positive, but insignificant effect on customer loyalty toward the Bahontobungku Smoked Fish Business in Morowali Regency. Brand trust has a direct, positive, and significant effect on customer loyalty toward the Bahontobungku Smoked Fish Business in Morowali Regency. Customer satisfaction has a positive but insignificant effect on customer loyalty toward the Bahontobungku Smoked Fish Business in Morowali Regency. Customer satisfaction was not found to positively and significantly mediate the relationship between brand image and customer loyalty at the Bahontobungku Smoked Fish Business in Morowali Regency. Customer satisfaction was not found to positively and significantly mediate the relationship between brand trust and customer loyalty at the Bahontobungku Smoked Fish Business in Morowali Regency.
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