Overview

Original Research

THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECTS OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY

ALI SYAH PUTRA 1, INDRA MAIPITA 2, and NIKOUS SOTER SIHOMBING 3.

Vol 17, No 11 ( 2022 )   |  DOI: 10.5281/zenodo.7399652   |   Author Affiliation: Student of Doctorate in Management Postgraduate, University of Prima Indonesia 1; Lecturer of Doctoral Program in Management, University of Prima Indonesia 2,3.   |   Licensing: CC 4.0   |   Pg no: 2267-2284   |   To cite: ALI SYAH PUTRA, et al., (2022). THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECTS OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY. 17(11), 2267–2284. https://doi.org/10.5281/zenodo.7399652   |   Published on: 30-11-2022

Abstract

The purpose of this study was to determine the direct and indirect effects of brand image, price, product quality and service quality on customer loyalty at the Toyota Automotive Industry in Medan. This study used quantitative analysis with a sample consisting of 172 respondents who were selected using non-probability sampling. The data analysis used is SEM-PLS. The results showed that the four variables, namely brand image, price, product quality, and service quality, directly had a positive and significant effect on customer loyalty, as well as price and product quality directly had a significant effect on brand image, but service quality did not have a significant effect on brand image at the Toyota Automotive Industry in Medan. It is also shown that indirectly brand image can mediate the effect of price and service quality on customer loyalty, but brand image cannot mediate the effect of service quality on customer loyalty at the Toyota Automotive Industry in Medan.

Keywords

Brand Image, Price, Product Quality, Service Quality, Customer Loyalty