EAS Publisher | Is Brand Image Enough? The Pivotal Role of Customer Satisfaction in Driving Retail Loyalty

Is Brand Image Enough? The Pivotal Role of Customer Satisfaction in Driving Retail Loyalty

DOI : https://doi.org/10.36344/ccijemms.2026.v08i01.001

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The purpose of this study is to analyze the influence of Service Quality and Brand Image on Customer Loyalty through Customer Satisfaction as a mediating variable. This study was conducted at Superindo Supermarket in Malang City, specifically the Raya Langsep and Bendungan Sutami branches. The research population was registered members of Superindo, with a sample of 151 respondents selected using the Simple Random Sampling method. This type of research is quantitative explanatory. Primary data were obtained from a questionnaire using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results of the study prove that Service Quality has a significant direct effect on Customer Loyalty. However, Brand Image does not directly impact Customer Loyalty. Importantly, Customer Satisfaction plays a full mediation role in the relationship between Brand Image and Customer Loyalty, and a partial mediation role between Service Quality and Customer Loyalty.

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