relation: https://eprints.untirta.ac.id/58591/
title: PENGARUH BRAND IMAGE TERHADAP CUSTOMER   RETENTION DENGAN CUSTOMER SATISFACTION  SEBAGAI VARIABEL MEDIASI DAN PHYSICAL   EVIDENCE SEBAGAI VARIABEL MODERASI  (Kasus pada Pengunjung Wisata Mahoni Bangun Sentosa)
creator: DZULQARNAIN AZIZ, MAULANA
subject: H Social Sciences (General)
description: This study aims to analyze the effect of brand image on customer retention, with customer satisfaction as a mediating variable and physical evidence as a moderating variable among visitors of Mahoni Bangun Sentosa Tourism. This research adopts a quantitative approach using a survey method. Data were collected through questionnaires distributed to visitors aged 18–55 years who had visited at least once. Purposive sampling was applied, resulting in 150 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 4. The results indicate that brand image has a positive and significant effect on customer retention and customer satisfaction. Customer satisfaction mediates the relationship between brand image and customer retention. In addition, physical   evidence positively influences customer retention and moderates the effect of brand image on customer retention.
date: 2026-02
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://eprints.untirta.ac.id/58591/1/Maulana%20Dzulqarnain%20Aziz_5551230153_Fulltext.pdf
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language: en
identifier: https://eprints.untirta.ac.id/58591/2/Maulana%20Dzulqarnain%20Aziz_5551230153_01..pdf
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language: en
identifier: https://eprints.untirta.ac.id/58591/3/Maulana%20Dzulqarnain%20Aziz_5551230153_02.pdf
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identifier: https://eprints.untirta.ac.id/58591/4/Maulana%20Dzulqarnain%20Aziz_5551230153_03.pdf
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identifier: https://eprints.untirta.ac.id/58591/5/Maulana%20Dzulqarnain%20Aziz_5551230153_04.pdf
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identifier: https://eprints.untirta.ac.id/58591/6/Maulana%20Dzulqarnain%20Aziz_5551230153_05.pdf
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identifier: https://eprints.untirta.ac.id/58591/7/Maulana%20Dzulqarnain%20Aziz_5551230153_Lamp.pdf
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language: en
identifier: https://eprints.untirta.ac.id/58591/8/Maulana%20Dzulqarnain%20Aziz_5551230153_Ref.pdf
identifier:   DZULQARNAIN AZIZ, MAULANA  (2026) PENGARUH BRAND IMAGE TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI DAN PHYSICAL EVIDENCE SEBAGAI VARIABEL MODERASI (Kasus pada Pengunjung Wisata Mahoni Bangun Sentosa).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.