Pengaruh Citra Merek Dan Harga Terhadap Loyalitas Pelanggan Melalui Kualitas Produk Sebagai Variabel Intervening Pada PT Masterban Berkat Indonesia

Abstract

1. Masterban Berkat Indonesia faces challenges in maintaining customer loyalty amid increasingly intense competition in the vehicle tire industry. Brand image, price, and product quality are important factors influencing customer loyalty; however, the relationships among these three variables have not been fully measured empirically within the company. This study aims to determine the effect of brand image and price on customer loyalty, both directly and indirectly through product quality as a mediating variable. The research method used is a quantitative approach with a causal associative design. The research population consists of customers of PT. Masterban Berkat Indonesia, with a sample of 33 respondents selected using purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using validity tests, reliability tests, classical assumption tests, t-test, F-test, coefficient of determination (R²), and path analysis with the assistance of SPSS version 25. The results show that brand image and price have a positive and significant effect on customer loyalty, both directly and indirectly through product quality. The direct effect of brand image on customer loyalty (0.424) is greater than its indirect effect through product quality (0.266). Meanwhile, the direct effect of price on customer loyalty (0.615) is also greater than its indirect effect (0.420). Simultaneously, the variables of brand image, price, and product quality explain 53.3% of the variation in customer loyalty, while the remaining percentage is influenced by other factors outside the model. These findings confirm that although product quality plays an important role as a mediating variable, brand image and price remain the dominant factors in shaping customer loyalty at PT. Masterban Berkat Indonesia.