THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING BRAND IMAGE AND PERCEIVED VALUE ON BRAND LOYALTY FOR TRI PROVIDERS IN BALI

Ni Wayan Sri Jayanti; Ni Luh Wayan Sayang Telagawathi; Trianasari Trianasari

Authors

Ni Wayan Sri Jayanti Management Science, Universitas Pendidikan Ganesha, Indonesia
Ni Luh Wayan Sayang Telagawathi Management Science, Universitas Pendidikan Ganesha, Indonesia
Trianasari Trianasari Management Science, Universitas Pendidikan Ganesha, Indonesia

Keywords:

Customer Satisfaction, Brand Image, Perceived Value, Brand Loyalty

Abstract

This research aims to determine the role of customer satisfaction in mediating brand image and perceived value on brand loyalty at Tri providers in Bali. This research uses a quantitative approach, in this quantitative approach the research is pre-determining, analyzing statistical data and interpreting statistical data. This research was carried out in the Municipality of Denpasar. The subjects in this research were all Tri provider customers in Bali. The objects of this research are Brand Image (X1) and Perceived Value (X2), Brand Loyalty (Y) as the dependent variable, through and Customer Satisfaction (M) as mediation. The sample selection in this research used a non-probability sampling method. This research uses Structural Equation Model (SEM) analysis based on Partial Least Square (PLS). The results of this research show that brand image has an influence on brand loyalty. However, perceived value has no influence on brand loyalty. Likewise, brand image and perceived value have an influence on customer satisfaction, and customer satisfaction has an influence on brand royalties. In the indirect effect, there is an influence between brand image and brand royalty through customer satisfaction, whereas perceived value has no effect on brand royalty through customer satisfaction. Whether or not the relationship between these variables is influential is caused by consumers having limited ability to choose purchasing decisions so that companies provide many alternative products and service options which then become the basis for customers in making purchasing decisions. The diversity of products offered ranges from types and competitive prices, to the services provided, so that under these conditions the company not only differentiates itself in products but also in competitive price variants and other aspects.

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