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Journal

The Role of Customer Satisfaction in Increasing Customer Loyalty

Management Analysis Journal · Vol. 9 No. 1 (2020) · pp. 17–25

DOI
10.15294/maj.v9i1.34427
ISSN
2502-1451, 2252-6552
Published
2020-03-24
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

The purpose of this study is to determine the direct and indirect influence of brand personality, brand reputation and price fairness toward customer loyalty through customer satisfaction as an intervening variable. Customer satisfaction influence customers to make an loyal. The population in this research is customers Kukubima Energi. The total sample in this research is 115 respondents with purposive sampling technique through a likert scale. Methods of collecting data using questionnaires and documentation. Data analysis using classic assumption test and hypothesis test (t test and path analysis) with SPSS Statistics version 21 programs. Based on the hypothesis test, the results show that brand personality has a positive and significant effect on customer loyalty, price fairness has a positive and significant effect on customer loyalty, brand reputation does not has a positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect customer satisfaction. Mediation test shows that positive emotion mediates the effect of brand personality, and price fairness on customer satisfaction.

Collaboration network of the authors

40 authors · 65 co-authorship links · 5 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Gadjah Mada
  • University of Ulsan
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Muhammad Dzulfikar FauziUniversitas Gadjah Mada2
Reny Eka SariAffiliation unknown2
Chasandra PuspitasariUniversitas Gadjah Mada1
Kasliono KaslionoUniversitas Gadjah Mada1
Wahyu Sri MulyaniUniversitas Gadjah Mada1
Laksono KurnianggoroUniversity of Ulsan1
Joko HariyonoAffiliation unknown1
Agus HarjokoUniversitas Gadjah Mada1
Abdul KholikUniversitas Gadjah Mada1
Suprapto SupraptoUniversitas Gadjah Mada1
Yaqutina Marjani SantosaUniversitas Gadjah Mada1
Agfianto Eko PutraUniversitas Gadjah Mada1
Nur RokhmanUniversitas Gadjah Mada1
Riska Amalia PraptiwiUniversitas Gadjah Mada1
Aliyyah Nur AzhariUniversitas Gadjah Mada1
Cholis MahardhikaAffiliation unknown1
Aida Roihana ZuhroAffiliation unknown1
Amin YusufAffiliation unknown1
Yanuarius Seran FahikAffiliation unknown1
Tri SuminarAffiliation unknown1
Aninda Mawar IntanuariAffiliation unknown1
Siti NurnaningsihAffiliation unknown1
Laela AtikahAffiliation unknown1
Dian ArifianiAffiliation unknown1
Shella PrahastiAffiliation unknown1
Ayu ErawatiAffiliation unknown1
Elizah ElizahAffiliation unknown1
Nuratun ZakiyahAffiliation unknown1
Falilah FalilahAffiliation unknown1
S MartonoAffiliation unknown1
Ariesa PrihartantiAffiliation unknown1
Rusdarti RusdartiAffiliation unknown1
Indah MerakatiAffiliation unknown1
Joko WidodoAffiliation unknown1
Ika Maratus SholekhahAffiliation unknown1
Sucihatiningsih Dian Wisika PrajantiAffiliation unknown1
Mugiono MugionoAffiliation unknown1
Nanda Bella Fidanty ShahnazAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/maj/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">The Role of Customer Satisfaction in Increasing Customer Loyalty</dc:title>
	<dc:creator>Siswi, Ati Arifiah</dc:creator>
	<dc:creator>Wahyono, Wahyono</dc:creator>
	<dc:description xml:lang="en-US">The purpose of this study is to determine the direct and indirect influence of brand personality, brand reputation and price fairness toward customer loyalty through customer satisfaction as an intervening variable. Customer satisfaction influence customers to make an loyal. The population in this research is customers Kukubima Energi. The total sample in this research is 115 respondents with purposive sampling technique through a likert scale. Methods of collecting data using questionnaires and documentation. Data analysis using classic assumption test and hypothesis test (t test and path analysis) with SPSS Statistics version 21 programs. Based on the hypothesis test, the results show that brand personality has a positive and significant effect on customer loyalty, price fairness has a positive and significant effect on customer loyalty, brand reputation does not has a positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect customer satisfaction. Mediation test shows that positive emotion mediates the effect of brand personality, and price fairness on customer satisfaction.</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2020-03-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/maj/article/view/34427</dc:identifier>
	<dc:identifier>10.15294/maj.v9i1.34427</dc:identifier>
	<dc:source xml:lang="en-US">Management Analysis Journal; Vol 9 No 1 (2020): Management Analysis Journal; 17-25</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v9i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/maj/article/view/34427/16102</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2020 Management Analysis Journal</dc:rights>
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