The Influence of Service Quality, Brand Image, and Customer Satisfaction on Customer Loyalty at Adidas Store in Regency
Pengaruh Service Quality, Brand Image, dan Customer Satisfaction terhadap Loyalitas Pelanggan pada Adidas Store di Kabupaten Sidoarjo
DOI:
https://doi.org/10.21070/ups.12489Keywords:
service quality, brand image, customer satisfaction, customer loyaltyAbstract
This study aims to analyze the influence of service quality, brand image, and customer satisfaction on customer loyalty at the Adidas Store in Sidoarjo Regency. This study employed a quantitative method with a descriptive approach. Data were collected through questionnaires from 100 respondents who had purchased Adidas products in Sidoarjo Regency using purposive sampling based on the Lemeshow formula. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS software. The results indicate that service quality, brand image, and customer satisfaction have positive and significant effects on customer loyalty, with customer satisfaction having the strongest influence. These findings suggest that improving service quality, strengthening brand image, and maintaining customer satisfaction are essential strategies for enhancing customer loyalty while supporting Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production.
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