The Mediating Effect of Customer Satisfaction in Enhancing Customer Loyalty | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Renil Septiano: Sekolah Tinggi Ilmu Ekonomi KBP, Padang, Indonesia

2. Sarjon Defit: Universitas Putra Indonesia YPTK, Padang, Indonesia

3. Yulasmi: Universitas Putra Indonesia YPTK, Padang, Indonesia

4. Nandan Limakrisna: Universitas Persada Indonesia YAI, Jakarta, Indonesia.

5. Lusiana: Universitas Putra Indonesia YPTK, Padang, Indonesia

Abstract:

The development of customer loyalty is a crucial aspect within the domain of post-sales services, as it plays a substantial role in supporting the continuation of organizational operations. The main aim of this study is to investigate the influence of brand image and perceived price on customer loyalty, with a focus on the role of customer satisfaction as a mediating variable. The current study is anticipated to provide valuable insights for the automotive sector, particularly in the domain of theater sales, employing a quantitative research methodology. The data obtained through the administration of questionnaires is afterwards subjected to analysis in order to determine the correlation between variables. The evaluation of the questionnaire's validity and reliability has been carried out through rigorous testing. The current investigation employs the Partial Least Squares (PLS) analysis methodology. The study was carried out at Auto2000 West Sumatra. The study's results demonstrate a notable correlation between brand impression and customer loyalty, with consumer satisfaction serving as an intermediary variable in this relationship. The correlation between brand image and customer loyalty is contingent upon the mediating impact of customer satisfaction. In order to enhance client retention and subsequently augment organizational income, it is imperative for organizations to prioritize brand perception and customer pleasure.

Page(s): 3172-3183

DOI: 10.57239/PJLSS-2025-23.1.00252

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

Brand Image Customer Loyalty Automotive Customer Satisfaction

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