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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)
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.
MANAJEMEN, UNIVERSITAS SULTAN AGENG TIRTAYASA
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) (Text)
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) (Other)
HTML Summary of #58591 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)
H Social Sciences (General)