PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PADA PENGARUH ANTARA KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi Pada Pelanggan Erigo di Kota Malang)

This study aims to analyze the role of customer satisfaction in mediating the influence of product quality and brand image on customer loyalty, with a case study of Erigo customers in Malang City. The research method used is quantitative with a survey approach, utilizing questionnaires distributed to 100 respondents. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method via SmartPLS 4.0 software. The results show that product quality and brand image have a positive effect on customer satisfaction. Furthermore, product quality and brand image also positively influence customer loyalty. Customer satisfaction significantly affects customer loyalty and successfully mediates the relationship between product quality and brand image on customer loyalty. These findings provide important implications for Erigo to enhance product quality and strengthen brand image in order to build sustainable customer loyalty.