PENGARUH CITRA MEREK, E-WOM, DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA TOMORO COFFEE

Eratika, Veronika Ajeng (2025) PENGARUH CITRA MEREK, E-WOM, DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA TOMORO COFFEE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of brand image, electronic word of mouth (E-WOM), and service quality on customer loyalty with customer satisfaction as a mediating variable on Tomoro Coffee consumers in Palembang. The research method used is a descriptive quantitative approach with primary data collection through questionnaires. The research sample was 151 respondents who had made at least three purchases at Tomoro Coffee and were active on social media. Data analysis was carried out using the SEM-PLS statistical technique. The results showed that brand image, E-WOM, and service quality had a positive and significant effect on customer satisfaction. Furthermore, brand image, E-WOM, service quality, and customer satisfaction significantly influenced customer loyalty. Customer satisfaction was also proven to mediate the influence of brand image, E-WOM, and service quality on customer loyalty. This study provides managerial implications for Tomoro Coffee management to pay more attention to brand image, service quality, and encourage positive E-WOM activities in order to increase customer satisfaction and loyalty.

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