The Role Of Customer Satisfaction As A Mediation Of The Influence Of Celebrity Endorsement And Brand Image On Customer Loyalty Of Kopi Kapal Api In West Bandung
Abstract
This research aims to analyze the influence of celebrity endorsement and brand image on customer satisfaction which is mediated by the satisfaction of Kapal Api coffee customers in West Bandung. The type of research used in this research is quantitative. The population in this study were consumers who made repeated purchases of Kapal Api coffee. Meanwhile, the number of samples taken was 100 respondents using purposive sampling technique. This research uses analytical tools in the form of validity tests, reliability tests, classical assumption tests, multiple regression tests using SPSS version 25 tools and the Sobel test. The results of this research are 1) celebrity endorsement has a positive effect on customer loyalty 2) brand image has a positive effect on customer loyalty 3) celebrity endorsement has a positive effect on customer satisfaction 4) brand image has a positive effect on customer satisfaction 5) customer loyalty has a positive effect on satisfaction customers 6) customer satisfaction can mediate the influence of celebrity endorsement on customer loyalty 7) customer satisfaction can mediate the influence of brand image on customer loyalty.
Downloads
Copyright (c) 2025 Henty Emiliawati, V. Santi Paramita
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
