Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh perceived quality dan lifestyle congruence terhadap brand loyalty dan customer satisfaction sebagai variabel mediasi. penelitian ini menggunakan jenis penelitian dengan pendekatan kuantitatif. sampel yang digunakan pada penelitian ini adalah pengguna perempuan produk somethinc yang berdomisili di kota banda aceh dan berjumlah 200 responden. teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling. partial least squares structural equation modeling (pls-sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. hasil penelitian menunjukkan bahwa perceived quality dan lifestyle congruence secara signifikan mempengaruhi brand loyalty dan customer satisfaction, customer satisfaction secara signifikan mempengaruhi brand loyalty. penelitian ini juga menemukan bahwa customer satisfaction mampu memediasi pengaruh perceived quality terhadap brand loyalty dan customer satisfaction mampu memediasi pengaruh lifestyle congruence terhadap brand loyalty. kata kunci: perceived quality, lifestyle congruence, customer satisfaction, brand loyalty

ABSTRACT This research aims to examine the influence of perceived quality and lifestyle congruence on brand loyalty, with customer satisfaction as a mediating variable. The research adopts a quantitative approach. The sample consists of 200 respondents who are female users of Somethinc products residing in Banda Aceh City. The sampling technique employed is non-probability sampling with a purposive sampling method. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used as the analytical method to examine the relationships among the variables. The findings indicate that perceived quality and lifestyle congruence significantly influence brand loyalty and customer satisfaction, customer satisfaction significantly influence brand loyalty. Furthermore, this study found that customer satisfaction mediates the effect of perceived quality on brand loyalty and the effect of lifestyle congruence on brand loyalty. Keywords: Perceived Quality, Lifestyle Congruence, Customer Satisfaction, Brand Loyalty