Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau islands, Indonesia

Research Article

Comparison of the Effect of Brand Image on Customer Satisfaction with Customer Loyalty as an Intervening Variable at Indomaret and Alfamart Retailers

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  • @INPROCEEDINGS{10.4108/eai.7-11-2023.2342308,
        author={Dian  Mulyaningtyas and Veramitha Putri Ayu and Saifullah  Saifullah},
        title={Comparison of the Effect of Brand Image on Customer Satisfaction with Customer Loyalty as an Intervening Variable at Indomaret and Alfamart Retailers },
        proceedings={Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau islands, Indonesia},
        publisher={EAI},
        proceedings_a={ICAESS},
        year={2023},
        month={12},
        keywords={indomaret alfamart brand image customer satisfaction customer loyalty},
        doi={10.4108/eai.7-11-2023.2342308}
    }
    
  • Dian Mulyaningtyas
    Veramitha Putri Ayu
    Saifullah Saifullah
    Year: 2023
    Comparison of the Effect of Brand Image on Customer Satisfaction with Customer Loyalty as an Intervening Variable at Indomaret and Alfamart Retailers
    ICAESS
    EAI
    DOI: 10.4108/eai.7-11-2023.2342308
Dian Mulyaningtyas1,*, Veramitha Putri Ayu1, Saifullah Saifullah1
  • 1: Politeknik Negeri Batam
*Contact email: dian@polibatam.ac.id

Abstract

Indomaret and Alfamart, which still hold the largest market share for the minimarket retail category, are the focus of this study to compare the effect of brand image on customer satisfaction and customer loyalty and to determine the comparison of the effect of customer satisfaction on customer loyalty and customer loyalty that mediates brand image on customer loyalty. Indomaret and Alfamart customers who participated in this study consisted of 150 samples. Samples were selected online using google forms using non- probability sampling techniques. Data analysis was conducted using Partial Least Squares (PLS). According to the research findings, consumer happiness is positively and significantly influenced by brand image. Brand Image has a positive and significant effect on Indomaret customer loyalty but no effect on Alfamart. Customer satisfaction has a positive and significant effect on customer loyalty and customer satisfaction can mediate brand image. For the overall comparison, there is no significant difference between Indomaret and Alfamart.