eprintid: 58591
rev_number: 20
eprint_status: archive
userid: 26649
dir: disk0/00/05/85/91
datestamp: 2026-02-24 01:31:29
lastmod: 2026-02-24 01:31:29
status_changed: 2026-02-24 01:31:29
type: thesis
metadata_visibility: show
contact_email: 5551230153@untirta.ac.id
creators_name: DZULQARNAIN AZIZ, MAULANA
creators_id: 5551230153
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: LUTFI, LUTFI
contributors_name: AZIE SETYA, YANTO
contributors_id: 196711032005011001
contributors_id: 197710072005011002
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: JURUSAN MANAJEMEN
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)
ispublished: pub
subjects: H1
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Brand image, Customer satisfaction, Physical evidence, Customer
retention.
Brand image, Customer satisfaction, Physical evidence, Customer
retention.
note: 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.
abstract: 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
date_type: published
pages: 116
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
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citation:   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.   
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