THE IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH BRAND IMAGE IN MINIMARKETS

Authors

  • Zacky Putra Adrifa Universitas Esa Unggul
  • Siti Mariam Universitas Esa Unggul
  • Ahmad Hidayat Sutawijaya Universitas Esa Unggul
  • Abdul Haeba Ramli Universitas Esa Unggul

DOI:

https://doi.org/10.53067/ije3.v5i2.380

Keywords:

brand image, customer loyalty, service quality

Abstract

Minimarkets are still the primary choice for shopping for daily necessities for all levels of Indonesian society. This study aims to examine the impact of service quality on customer loyalty through brand image at Indomaret minimarkets. The method used in this study is quantitative. Data measurement in this study was carried out by distributing questionnaires online and face-to-face through the Google Form application and distributing questionnaires directly. Respondents in this study were aged 18-50 years and made at least 2 purchases per month. The research sample was taken using a purposive sampling technique, and totaled 174 respondents. The data analysis technique used was Partial LeastMinimarkets are still the primary choice for shopping for daily necessities for all levels of Indonesian society. This study aims to examine the impact of service quality on customer loyalty through brand image at Indomaret minimarkets. The method used in this study is quantitative. Data measurement in this study was carried out by distributing questionnaires online and face-to-face through the Google Form application and distributing questionnaires directly. Respondents in this study were aged 18-50 years and made at least 2 purchases per month. The research sample was taken using a purposive sampling technique, and totaled 174 respondents. The data analysis technique used was Partial Least Square-Structural Equation Modeling (PLS-SEM). The results showed that brand image had a positive effect on customer loyalty, service quality had a positive effect on customer loyalty, and service quality had a positive effect on customer loyalty through brand image Square-Structural Equation Modeling (PLS-SEM). The results showed that brand image had a positive effect on customer loyalty, service quality had a positive effect on customer loyalty, and service quality had a positive effect on customer loyalty through brand image.

 

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Published

2025-08-08

How to Cite

Adrifa, Z. P. ., Mariam, S. ., Sutawijaya, A. H. ., & Ramli, A. H. . (2025). THE IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH BRAND IMAGE IN MINIMARKETS. International Journal of Economy, Education and Entrepreneurship (IJE3), 5(2), 381–391. https://doi.org/10.53067/ije3.v5i2.380

Issue

Vol. 5 No. 2 (2025): International Journal of Economy, Education and Entrepreneurship

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Articles

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Copyright (c) 2025 Zacky Putra Adrifa, Siti Mariam, Ahmad Hidayat Sutawijaya, Abdul Haeba Ramli

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