The Strategic Role Of Brand Image In Moderating The Influence Of Service Quality and Product Quality On Consumer Satisfaction At Kimka Hijab Store

Abstract

In the era of globalization, where business competition is very tight, customer satisfaction is an important component in the success of a business, because it directly affects the loyalty, reputation, and sustainability of the company. This study aims to analyze several factors that influence customer satisfaction, namely service quality, product quality, and brand image. The study was conducted at the Kimka Hijab Sidoarjo Store, data was obtained through distributing questionnaires to 108 consumers and analyzed using statistical techniques Structural Equation Modeling (SEM) by utilizing SmartPLS. The results of the analysis prove that: 1) Service quality has a positive and significant effect on customer satisfaction, 2) Product quality has a positive and significant effect on customer satisfaction, 3) Brand image successfully moderates the relationship between service quality and customer satisfaction, 4) Brand image does not succeed in moderating the relationship between product quality and customer satisfaction, 5) Brand image has a positive and significant effect on customer satisfaction. In practical terms, the results of the study are useful for the Kimka Hijab Sidoarjo Store, as well as being input for similar business units to build customer satisfaction. While in theoretical terms, the results of the study strengthen the theory of customer satisfaction by presenting appropriate empirical evidence.