%O Penelitian ini bertujuan menganalisis pengaruh brand image terhadap customer retention dengan customer satisfaction sebagai variabel mediasi dan physical evidence sebagai variabel moderasi pada pengunjung Wisata Mahoni Bangun Sentosa. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner kepada pengunjung berusia 18–55 tahun yang  telah berkunjung minimal satu kali. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden 150 orang. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan  signifikan terhadap customer retention serta customer satisfaction. Customer 
satisfaction berpengaruh positif terhadap customer retention dan memediasi hubungan antara brand image dan customer retention. Physical evidence juga berpengaruh positif terhadap customer retention serta memoderasi pengaruh brand image terhadap customer retention. Temuan ini menegaskan pentingnya citra merek, kepuasan pengunjung, dan kualitas bukti fisik dalam mempertahankan pengunjung destinasi wisata.
Kata kunci: Brand image, Customer satisfaction, Physical evidence, Customer retention.
%A MAULANA DZULQARNAIN AZIZ
%K Brand image, Customer satisfaction, Physical evidence, Customer
retention.
Brand image, Customer satisfaction, Physical evidence, Customer
retention.
%L eprintuntirta58591
%X 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.
%D 2026
%T 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)
%I UNIVERSITAS SULTAN AGENG TIRTAYASA