Beyond Brand Image: Why Customer Satisfaction is the Real Key to Loyalty at Superindo
Keywords:
Brand Image, Customer Satisfaction, Customer Loyalty, Retail Management, Partial MediationAbstract
The retail industry in Indonesia is characterized by fierce competition, requiring robust strategies to retain customers. This study aims to analyze the structural relationship between Brand Image and Customer Loyalty, with Customer Satisfaction serving as a mediating variable, specifically within the context of Superindo supermarkets. The research addresses the critical need to understand how brand perception translates into sustainable behavioral loyalty. Using a quantitative research approach, primary data were collected from customers at a Superindo outlet. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized direct and indirect relationships. The empirical results demonstrate that Brand Image has a positive and significant direct impact on Customer Loyalty (β = 0.540). Furthermore, Brand Image significantly influences Customer Satisfaction (β=0.700), which, in turn, positively affects Customer Loyalty (β=0.382). A pivotal finding of this research is the confirmation of a significant partial mediation effect (β = 0.267), in which Customer Satisfaction bridges the relationship between Brand Image and Customer Loyalty. The proposed model exhibits substantial explanatory power, explaining 72.5% of the variance in Customer Loyalty. These findings imply that relying solely on a strong brand image is insufficient; retail managers must simultaneously prioritize operational strategies that enhance customer satisfaction to effectively validate the brand promise and secure long-term loyalty.
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