Pengaruh Brand Image, Perceived Quality Dan Brand Awareness Terhadap Customer Satisfaction Dan Brand Loyalty

Mestika Dewi Sipayung, Maria and -, Kussudyarsana, S.E., M.Si., Ph.D. and -, Muhammad Sholahuddin, S.E. M.Si. (2026) Pengaruh Brand Image, Perceived Quality Dan Brand Awareness Terhadap Customer Satisfaction Dan Brand Loyalty. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effects of brand image, perceived quality, and brand awareness on customer satisfactionand their implications for brand loyalty at Kimia Farma Diagnostika. This research adopts a quantitative approach using a survey method. Data were collected through questionnaires distributed to 180 respondents who had used Kimia Farma Diagnostika services more than once in the past year. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS® 4 software. The results indicate that brand image, perceived quality, and brand awareness have a positive and significant effect on customer satisfaction. Furthermore, these variables also have a positive and significant influence on brand loyalty. The findings also reveal that customer satisfaction has a positive and significant effect on brand loyalty. Mediation analysis demonstrates that customer satisfaction acts as a mediating variable in the relationship between brand image, perceived quality, and brand awareness toward brand loyalty. These findings suggest that customer satisfaction plays a crucial role in building customer loyalty in the healthcare service sector. Therefore, strengthening brand image, improving service quality, and enhancing brand awareness are essential strategies for Kimia Farma Diagnostika to increase customer satisfaction and loyalty sustainably. Keywords: brand image, perceived quality, brand awareness, customer satisfaction,

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	Brand Image, Perceived Quality, Brand Awareness, Customer Satisfaction, Brand Loyalty
Subjects:	H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > S2 Manajemen
Depositing User:	Maria Mestika Dewi Sipayung
Date Deposited:	06 Mar 2026 03:41
Last Modified:	06 Mar 2026 04:02
URI:	http://eprints.ums.ac.id/id/eprint/143846

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