Sustaining Brand Loyalty through Customer Satisfaction: A Mediation Perspective

Febriana Isnaini, Puspa Novita Sari

Abstract


Abstract: Building brand loyalty is crucial for companies to undertake. Innovation and maintaining high product quality can be an effective strategy to achieve this. Product innovation is a form of the company’s effort to introduce new products in adapting to consumer needs. A quality product that meets expectations will provide a good experience and judgment in the minds of consumers. This study aims to analyze the influence of product innovation and product quality on brand loyalty mediated by customer satisfaction in Skintific product users. This research was conducted with a quantitative approach, with a sample of 150 respondents. Samples are determined through the purposive sampling method. The data in this study was collected through a questionnaire survey that was distributed to users of Skintific products domiciled in Solo Raya. The data obtained is then processed using the Smart PLS statistics application. The results of this study reveal that product innovation does not have a direct effect on brand loyalty, but product innovation has a significant positive effect on brand loyalty through the mediation of customer satisfaction. Product quality has a significant influence on brand loyalty both directly and through the mediation of customer satisfaction.

Keywords


Product Innovation, Product Quality, Customer Satisfaction, Brand Loyalty.

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References


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