The Interplay of Brand Association, Perceived Quality and Customer Satisfaction in Fostering Brand Loyalty: A Case Study of Pediasure Customers in Pontianak
DOI:
https://doi.org/10.59890/ijbmp.v3i1.358Keywords:
Brand Association, Perceived Quality, Customer Satisfaction, Brand LoyaltyAbstract
This study investigates the relationships between brand association, perceived quality, customer satisfaction, and brand loyalty among Pediasure consumers in Pontianak. Using PLS-SEM and a sample of 100 respondents, findings show that brand association significantly influences both customer satisfaction and loyalty. Perceived quality primarily impacts satisfaction, with limited direct influence on loyalty. Customer satisfaction mediates the relationship between brand association and loyalty, but not between perceived quality and loyalty. These results highlight the crucial role of strong brand associations and high-quality products in fostering customer satisfaction, a key driver of brand loyalty, offering valuable insights for the nutritional product industry
References
Aaker, J. (1991). The negative attraction effect? A study of the attraction effect under judgment and choice. Advances in Consumer Research, 18(1).
Akarawita, G. S. (2022). Influence of perceived quality and brand awareness on brand loyalty: Examining the mediating role of brand trust within biscuit industry in Sri Lanka. Sri Lanka Journal of Marketing, 8(2), 113–149. https://doi.org/10.4038/sljmuok.v8i2.104
Andik, S. D. S., & Rachma, A. F. (2022). The Impact of Brand Awareness, Brand Association, and Perceived Quality towards Brand Loyalty (A case study of New Product). E3S Web of Conferences, 348, 00035. https://doi.org/10.1051/e3sconf/202234800035
Faisal, N. M., & Susanti, N. F. (2023). Pengaruh brand awareness, brand association, perceived quality terhadap brand loyalty pada produk OPPO Smartphone di Jaya Ponsel Payakumbuh. Profit Jurnal Manajemen Bisnis Dan Akuntansi, 2(2), 296–312. https://doi.org/10.58192/profit.v2i2.756
Iqbal, A., & Elahi, M. (2024). The impact of Perceived Value Determinants on Brand Loyalty: The moderating role Customer Trust. Journal of Social & Organizational Matters, 3(2), 527–542. https://doi.org/10.56976/jsom.v3i2.114
Oliver, C. (1997). Sustainable competitive advantage: combining institutional and resource‐based views. Strategic management journal, 18(9), 697-713.
Rahmatulloh, R., Yasri, Y., & Abror, A. (2019). The Influence of Brand Image and Perceived Quality on Brand Loyalty with Brand Trust as Mediator in PT Bank Syariah Mandiri. Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). https://doi.org/10.2991/piceeba2-18.2019.38
Raza, B., Sohail, A., & Sair, S. A. (2024, June 29). Examining The Contributions of Brand Image and Perceived Quality to Customer Loyalty Through Satisfaction and Trust. http://gujr.com.pk/index.php/GUJR/article/view/1742
Reni, S. D., & Ngatno, N. The Effect of Perceived Quality and Brand Image on Brand Loyalty through Brand Trust as a Mediation Variable (Study of Samsung Smartphone Users in Semarang City).
Rivaldo, G., Luthfia, A., Dewi, A. M. M., Hidayat, H., Octavia, L., & Aras, M. (2023). Pengaruh Brand Awareness, Brand Association, Brand Engagement Terhadap Brand Loyalty dan Repurchase Intention Melalui Konten Akun Instagram Official Wafer Tango. Syntax Literate Jurnal Ilmiah Indonesia, 8(3), 2009–2030. https://doi.org/10.36418/syntax-literate.v8i3.11492
Saijunus, M., & Herawati, S. (2022). Pengaruh Brand Association terhadap Brand Loyalty yang dimediasi oleh Brand Trust Pengguna GoPay di Kabupaten Bandung Barat. Studi Ilmu Manajemen Dan Organisasi, 3(1), 243–259. https://doi.org/10.35912/simo.v3i1.936
Wibisono, S., Clarita, T., & Sulistiono, S. (2023). Pengaruh brand association, brand reliability, dan brand intention terhadap brand loyalty. Jurnal Ilmiah Manajemen Kesatuan, 9(3), 673–682. https://doi.org/10.37641/jimkes.v9i3.2062
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446.
