Analisis Pengaruh Persepsi Harga, Citra Merek, dan Kualitas Layanan terhadap Loyalitas Merek dengan Kepuasan Pelanggan sebagai Variabel Intervening

Adityo Nugroho; Suryono Budi Santosa

doi:10.14710/jsmo.v21i2.67269

DOI: https://doi.org/10.14710/jsmo.v21i2.67269

Analisis Pengaruh Persepsi Harga, Citra Merek, dan Kualitas Layanan terhadap Loyalitas Merek dengan Kepuasan Pelanggan sebagai Variabel Intervening

Adityo Nugroho , Suryono Budi Santosa

Departement of Management, Universitas Diponegoro, Jl. Prof. Moeljono S. Trastotenojo, Tembalang, Kec. Tembalang, Kota Semarang, Jawa Tengah 50275, Indonesia

BibTex Citation Data :

@article{JSMO67269,
    author = {Adityo Nugroho and Suryono Budi Santosa},
    title = {Analisis Pengaruh Persepsi Harga, Citra Merek, dan Kualitas Layanan terhadap Loyalitas Merek dengan Kepuasan Pelanggan sebagai Variabel Intervening},
    journal = {JURNAL STUDI MANAJEMEN ORGANISASI},
  volume = {21},
    number = {2},
    year = {2024},
    keywords = {Loyalitas Merek; Kepuasan Pelanggan; Persepsi Harga; Citra Merek; Kualitas Layanan;},
    abstract = {The background of this research is due to the statistical phenomenon of Apotek K-24 on Google Trend platform whose development tends to be less good when compared to several other national pharmacies where Kimia Farma is in first place, second is Guardian, Century is in third place, and Apotek K-24 is in last place. This research aims to analyze the perception of price, brand image, and service quality on brand loyalty with customer satisfaction as an intervening variable for consumers of Apotek K-24. The population of this research is all consumers who have made purchases at Apotek K-24 in Semarang City. The sample of this study amounted to 150 respondents. The data collection method used is in the form of distributing questionnaires. The data analysis technique used in this research is Structural Equation Modeling (SEM) with the application of SPSS-AMOS 24. The results showed that price perception, brand image, and service quality have a positive and significant effect on customer satisfaction. The results also show that price perception, brand image, and service quality have a positive and significant effect on brand loyalty. However, the relationship between customer satisfaction and brand loyalty is negative and insignificant. Therefore, Apotek K-24 can focus on increasing brand loyalty by improving price perception, brand image, and service quality.},
   pages = {96--109}  doi = {10.14710/jsmo.v21i2.67269},
    url = {https://ejournal.undip.ac.id/index.php/smo/article/view/67269}
}

Citation Format:

Abstract

The background of this research is due to the statistical phenomenon of Apotek K-24 on Google Trend platform whose development tends to be less good when compared to several other national pharmacies where Kimia Farma is in first place, second is Guardian, Century is in third place, and Apotek K-24 is in last place. This research aims to analyze the perception of price, brand image, and service quality on brand loyalty with customer satisfaction as an intervening variable for consumers of Apotek K-24. The population of this research is all consumers who have made purchases at Apotek K-24 in Semarang City. The sample of this study amounted to 150 respondents. The data collection method used is in the form of distributing questionnaires. The data analysis technique used in this research is Structural Equation Modeling (SEM) with the application of SPSS-AMOS 24. The results showed that price perception, brand image, and service quality have a positive and significant effect on customer satisfaction. The results also show that price perception, brand image, and service quality have a positive and significant effect on brand loyalty. However, the relationship between customer satisfaction and brand loyalty is negative and insignificant. Therefore, Apotek K-24 can focus on increasing brand loyalty by improving price perception, brand image, and service quality.

Fulltext View|Download

Keywords: Loyalitas Merek; Kepuasan Pelanggan; Persepsi Harga; Citra Merek; Kualitas Layanan;

Funding: Universitas Diponegoro

Article Metrics:

Article Info

Section: Articles

Language : ID

In Vol 21, No 2 (2024)

Recent articles

Peran Religiusitas Sebagai Variabel Moderasi Dalam Mendorong Intensi Berwirausaha Pada Mahasiswi Muslim Melalui Pendekatan Theory Planned Behavior Pengaruh Kepemilikan Asing Dan Kepemilikan Domestik Terhadap Nilai Perusahaan Melalui Modal Intelektual Sebagai Variabel Intervening Analisis Beban Kerja Terhadap Keinginan Keluar Kerja Karyawan Melalui Stres Kerja Sebagai Variabel Intervening More recent articles

Most cited articles

KONSEP, IDENTIFIKASI, ALAT ANALISIS DAN MASALAH PENGGUNAAN VARIABEL MODERATOR ANALISIS REAKSI PASAR MODAL TERHADAP PENGUMUMAN INVESTASI TEKNOLOGI INFORMASI: STUDI KASUS PADA PERUSAHAAN YANG LISTING DI BEJ PERIODE 2002-2005 ANALISIS PENGARUH KOMITMEN ORGANISASI TERHADAP KINERJA KARYAWAN (Studi Pada Pegawai Perum PERUMNAS Jakarta) ANALISIS LIQUIDITY CREATION PADA PERBANKAN DI INDONESIA TAHUN 2007-2013 (STUDI KASUS PADA 10 BANK BESAR DI INDONESIA TAHUN 2013) PENGARUH PEMBINAAN, PELATIHAN DAN PENGEMBANGAN, PEMBERDAYAAN DAN PARTISIPASI TERHADAP KINERJA KARYAWAN More cited articles

Last update:

No citation recorded.

Last update: 2025-07-26 11:08:01

No citation recorded.

In order to be accepted and published by Jurnal Studi Manajemen Organisasi, the author (s) who submit a manuscript should complete the review process. Jurnal Studi Manajemen Organisasi articles are distributed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). Articles can be read, shared, and adapted even for commercial purposes under the following conditions:

Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

The copyright of received articles is assigned to the author (s). The author (s) have the right to the articles that have been published. The Editorial Team of Jurnal Studi Manajemen Organisasi and the Author(s) strive to ensure that no errors occur in the articles that have been published, both data errors and statements in the articles. Authors who publish in this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
The journal allows the authors to hold the copyright and retain publishing rights without restrictions.
Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during submission, as it can lead to productive exchanges and earlier and greater citation of published work.