Brand Image and Product Quality as Drivers of Customer Loyalty: The Mediating Role of Satisfaction

Alfiyyah Hany; Zainal Zawir Simon

doi:10.58777/mcb.v2i1.683

Authors

Alfiyyah Hany Faculty of Economics and Business, YARSI University, Jakarta
Zainal Zawir Simon Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mcb.v2i1.683

Keywords:

Brand Image, Product Quality, Customer Satisfaction, Customer Loyalty, Samsung Galaxy Series

Abstract

This study examines the effects of brand image and product quality on customer loyalty, with customer satisfaction as an intervening variable, among Samsung Galaxy Series users in East Jakarta. Motivated by intensifying smartphone competition and customer complaints about performance and durability, the research used a quantitative survey. Data from 140 purposively selected customers were analyzed using structural equation modeling with partial least squares (SEM-PLS). The findings show that brand image and product quality positively and significantly affect customer loyalty and customer satisfaction. Customer satisfaction also positively and significantly affects loyalty. In addition, satisfaction partially mediates the relationship between brand image and loyalty and between product quality and loyalty. These results suggest that customers are more likely to remain loyal when they view Samsung Galaxy as a reputable brand and are satisfied with product quality. The study concludes that a strong brand image and continuous product quality improvement are important for strengthening satisfaction and loyalty. Managerially, Samsung should maintain product reliability, pursue relevant innovation, and protect its brand reputation to encourage repeat purchases and build lasting customer relationships.

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