The Mediating Role of Brand Awareness and Customer Satisfaction in the Relationship Between Brand Image, Service Quality, Product Quality, and Customer Loyalty
Article Sidebar
Main Article Content
Abstract
This study examines the influence of brand image, service quality, and product quality on customer loyalty through the mediating roles of brand awareness and customer satisfaction at PT Kao Indonesia Surabaya. Using a quantitative causal approach, data were collected from 260 customers through structured questionnaires. The analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that brand image, service quality, and product quality have direct positive and significant effects on customer loyalty. Brand awareness significantly mediates the relationship between brand image and customer loyalty. However, customer satisfaction does not mediate the brand image-loyalty relationship due to the pragmatic characteristics of fast-moving consumer goods (FMCG) consumers who prioritize functional product performance over abstract brand prestige. Both brand awareness and customer satisfaction significantly mediate the effects of product quality and service quality on customer loyalty. These findings contribute to marketing theory by demonstrating that in low-involvement product categories, cognitive brand recall dominates loyalty formation compared to satisfaction-based pathways. Practical implications suggest that FMCG companies should prioritize product quality consistency and service excellence over abstract brand image campaigns to maintain sustainable customer loyalty
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Anubhav Mittal. 2025. “Digitalization and Artificial Intelligence as Catalysts for Marketing Transformation in Electronic Business Environments.” European Economic Letters (EEL) 15 (4): 151–68. https://doi.org/10.52783/eel.v15i4.3569.
Arikunto, Suharsimi. 2017. “Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta, 2017.”
Budiyanti, Theresia. 2023. “The Effect Of Trust On Loyalty Mediated By Customer Satisfaction And Commitment.” Journal Research of Social Science, Economics, and Management 3 (5). https://doi.org/10.59141/jrssem.v3i5.601.
Chun, Se-Hak, and Ariunzaya Nyam-Ochir. 2020. “The Effects of Fast Food Restaurant Attributes on Customer Satisfaction, Revisit Intention, and Recommendation Using DINESERV Scale.” Sustainability 12 (18): 7435. https://doi.org/10.3390/su12187435.
Dhirtya, Desak Ayu Made Citta, and I Gede Ketut Warmika. 2022. “PENGARUH KEPERCAYAAN MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI MEDIASI PERSEPSI NILAI PELANGGAN.” E-Jurnal Manajemen Universitas Udayana 11 (3): 549. https://doi.org/10.24843/EJMUNUD.2022.v11.i03.p07.
F., Githui, and Njuru J. 2026. “The Strategic Impact of Circular Economy Implementation on Competitive Advantage and Financial Resilience in Select Emerging Market Industries.” African Journal of Economics and Sustainable Development 9 (1): 65. https://doi.org/10.52589/AJESD-KQSYSWW9.
Hadiyati, Rini, Budi Harto, Dhiana Ekowati, Jefriyanto Jefriyanto, and Sonny Santosa. 2023. “Analysis of The Influence of Financial Literacy Digitalization, Digital Word of Mouth, Digital Marketing and Brand Image on Z’s Generation Saving Intention in Sharia Banking.” MALCOM: Indonesian Journal of Machine Learning and Computer Science 3 (2): 180–87. https://doi.org/10.57152/malcom.v3i2.918.
L. L. Kusuma Kumari, V. 2025. “Artificial Intelligence in Business Management: Unlocking Opportunities, Addressing Challenges, and Transforming Corporate Leadership.” Journal of Information Systems Engineering and Management 10 (48s): 1208–20. https://doi.org/10.52783/jisem.v10i48s.9741.
Magsi, Sohrab Khan, Muhammad Ahmad, Muhammad Amoon Khalid, Muhammad Irfan Syed, Jafar Ali, and Maham Fazal. 2026. “Enterprise Intelligence 5.0: Human AI Co-Creation Models for Strategic Leadership, Innovation, and Competitive Advantage.” Inverge Journal of Social Sciences 5 (1): 42–53. https://doi.org/10.63544/ijss.v5i1.220.
Permata Susanto, Savella Gizcha Agni Andita, and Indrawati Indrawati. 2024. “The Effect of Perceived Ease of Use and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable: Case Study on Tokopedia.” International Journal of Current Science Research and Review 07 (08). https://doi.org/10.47191/ijcsrr/V7-i8-62.
Saputro, Andi Dwi, Margareta Feby Ratna Sari, and Juanna Judith Huliselan. 2026. “LINKING GREEN HUMAN RESOURCE MANAGEMENT PRACTICES AND GREEN PERFORMANCE: THE MEDIATING ROLES OF GREEN PRODUCT AND PROCESS INNOVATION IN THE INDONESIAN FMCG SECTOR.” Veredas Do Direito 23 (9): e236793. https://doi.org/10.18623/rvd.v23.6793.
Shie, An-Jin, Yung-Fu Huang, Guang-Yu Li, Wen-Yi Lyu, Ming Yang, You-Yu Dai, Zhao-Hui Su, and Yenchun Jim Wu. 2022. “Exploring the Relationship Between Hospital Service Quality, Patient Trust, and Loyalty From a Service Encounter Perspective in Elderly With Chronic Diseases.” Frontiers in Public Health 10 (May). https://doi.org/10.3389/fpubh.2022.876266.
Strii, L., and A. Kishchenko. 2025. “RITUALITY AS A FEATURE OF PUBLIC COMMUNICATION: BASED ON POLITICAL SPEECHES.” Мова, no. 44 (November), 19–27. https://doi.org/10.18524/2307-4558.2025.44.343834.
Sugiyono. 2019. “Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung Alfabeta.”
Sulhan. 2025. “The Role of Microfinance Institutions in Promoting Financial Inclusion and Reducing Poverty Among Smallholder Farmers in Rural Agricultural Areas.” Journal of Information Systems Engineering and Management 10 (46s): 275–84. https://doi.org/10.52783/jisem.v10i46s.8806.
Yum, Kyeongmin, and Byungjoon Yoo. 2023. “The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media.” Sustainability 15 (14): 11214. https://doi.org/10.3390/su151411214.