Pengaruh Pengalaman Pelanggan dan Kualitas Pelayanan terhadap Loyalitas Pelanggan dengan Citra Merek sebagai Pemediasi pada Pelanggan di Toko MM.Rabil Effect of Customer Experience and Service Quality on Customer Loyalty with Brand Image as a Mediator among Customers at MM.Rabil Store
Article Sidebar
Page Numbers:
2674-2684
Digital Object Identifier:
10.58578/tsaqofah.v6i3.9290
Viewed: 127 times
Downloaded: 71 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Ridhella Bukhari1, Della Asmaria Putri2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Customer loyalty is an important indicator of retail business sustainability, which is influenced by various factors, including customer experience, service quality, and brand image. This study aims to analyze the effect of customer experience and service quality on customer loyalty, with brand image as a mediating variable among customers of MM. Rabil Store. The research data were obtained through questionnaires distributed to 72 respondents and were then analyzed using the partial test (t-test). The results showed that brand image did not have a significant effect on customer loyalty. In contrast, service quality had a significant effect on brand image, but did not have a significant direct effect on customer loyalty. Customer experience was proven to have a significant effect on brand image and customer loyalty. In addition, brand image was not able to mediate the effect of either service quality or customer experience on customer loyalty. These findings indicate that customer loyalty at MM. Rabil Store is more directly influenced by customer experience, while service quality contributes more to the formation of brand image. Thus, this study emphasizes the importance of strengthening customer experience as the main strategy for increasing customer loyalty.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Afdhal, Putri, D. A., Yusran, R., Martius, Herdiansyah, D., Riyanda, R., Hasan, L., Zulkifli, Hwihanus, Anwar, U. A. A., Susanto, Yusman, E., & Erdawati. (2023). Pengantar Ilmu Manajemen: Organisasi dan Perkembangannya. CV. Gita Lentera.
Aprelyani, S. (2025). Faktor-Faktor Yang Mempengaruhi Loyalitas Pelanggan: Kualitas Layanan Dan Kepuasan Pelanggan (Tinjauan Pustaka Manajemen Pemasaran). Jurnal Humaniora, Ekonomi Syariah dan Muamalah, 3(1), 9–15. https://doi.org/10.38035/jhesm.v3i1.319
Aprelyani, S., Ali, H., & Hadita. (2024). Pengaruh Harga, Kualitas Produk Dan Minat Beli Produk Skincare Somethinc Terhadap Keputusan Pembelian Di E-Commerce Shopee Pada Generasi Z. Jurnal Manajemen dan Pemasaran Digital, 2(3), 163–173. https://doi.org/10.38035/jmpd.v2i3.177
Irawan, I. C., & Wabiser, K. (2025). Analisis Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Toko Ritel Modern Di Nabire Dimediasi Kepuasan Pelanggan. Jurnal Maneksi (Management Ekonomi dan Akuntansi), 14(1), 74–83. https://doi.org/10.31959/jm.v14i1.2752
Nugroho, R. R. D., Anomsari, A., Sari, R. A. A. R. P., & Farida, I. (2025). Customer Satisfaction Sebagai Variabel Moderasi Hubungan Customer Experience Dan Customer Value Terhadap Customer Loyalty Pada Produk Parfum Saff & Co Di Tiktok Shop. Jurnal Maneksi (Management Ekonomi dan Akuntansi), 14(1), 140–153. https://doi.org/10.31959/jm.v14i1.2823
Paseru, O. R. D., & Ginting, A. M. (2024). The influence of product differentiation, product innovation, factor of cultural, social, personal and psychological on purchasing decisions (Empirical study at Apresiasi Kreasi Indonesia Exhibition). Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 506–517. https://journal.stiemb.ac.id/index.php/mea/article/download/3712/1668
Saputro, D. A., Elwisam, & Digdowiseiso, K. (2023). The effect of product differentiation, customer experience and product quality on the purchase decision of Compass shoes in Jakarta. Jurnal Syntax Admiration, 4(3), 330–342. https://doi.org/10.46799/jsa.v4i3.813
Sari, F. K., Mulyati, D. J., & Pujianto, A. (2025). Pengaruh Diferensiasi Produk, Cita Rasa Dan Persepsi Harga Terhadapa Keputusan Pembelian Makaroni Ngehe Di Surabaya. Research Journal of Social Science and Economics, 1(3), 1033–1040. https://jurnal.untag-sby.ac.id/index.php/rejosse/article/view/9085
Sarwoto, & Purba, R. (2023). Manajemen Pemasaran Lanjutan. PT Inovasi Pratama Internasional.
Solihin, D., & Setiyawan, Y. (2024). Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Toko Sumber Rizki Cilacap Jawa Tengah. Journal of Research and Publication Innovation, 2(4), 1709–1722. https://jurnal.portalpublikasi.id/index.php/JORAPI/article/view/1094
Soviyanti, E., & Khairani, Z. (2024). Manajemen Pemasaran. LPPM Unilak.
Suryaningsih, N., Dirgantara, B., Irawan, P. R., & Rustomo. (2024). Pengaruh Diferensiasi Produk Dan Inovasi Produk Terhadap Keputusan Pembelian Rumah Kavling Permata Adiwarna Kota Bekasi. Jurnal Review Pendidikan dan Pengajaran, 7(3), 11370–11377. https://journal.universitaspahlawan.ac.id/index.php/jrpp/article/view/32550
Yusuf, M., Haryoto, C., Husainah, N., & Nuraeni. (2023). Teori Manajemen. Yayasan Pendidikan Cendekia Muslim.