EPrints Repository UNTIRTAPENGARUH KUALITAS PRODUK DAN LAYANAN PURNA JUAL TERHADAP KEPUASAN KONSUMENMELALUI MEDIASI CITRA MEREK (Studi Pada Pemilik Mobil Listrik Wuling Air EV di wilayah Cikupa Kabupaten Tangerang)TriLestari DewiauthorThis study aims to analyze the influence of Product Quality and After-Sales Service on Customer Satisfaction, as well as examine the role of Brand Image as a mediating variable among consumers of the Wuling Air EV in Cikupa, Tangerang Regency. The research is motivated by the decline in sales and the existence of research gaps in previous studies, particularly regarding the inconsistent finfings on the relationships among the variables. A quantitative research method was employed using a purposive sampling technique targeting Wuling Air EV owners who have used the vehicle for at least three months. Data were collected through questionnaires and analyzed using Partial Least Square (PLS) to evaluate both direct and indirect relationships between variables. The results indicate that: (1) Product Quality has a positive and significant effect on Customer Satisfaction; (2) After-Sales Service has a positive and significant effect on Customer Satisfaction; (3) Product Quality has a positive and significant effect on Brand Image; (4) After-Sales Service has a positive and significant effect on Brand Image; (5) Brand Image has a positive and significant effect on Customer Satisfaction; (6) Brand Image partially mediates the influence of Product Quality on Customer Satisfaction; and (7) Brand Image partially mediates the influence of After-Sales Service on Customer Satisfaction. Overall, the findings reinforce that improved product quality and after-sales service, supported by a strong brand image, significantly enchance consumer’s customer satisfaction toward the Wuling Air EV. These insights are expected to provide strategic recommendations for the company in strengthening competitiveness within the electric vehicle industry. Product Quality, After-Sales Service, Brand Image, Customer SatisfactionHB Economic TheoryHC Economic History and ConditionsHN Social history and conditions. Social problems. Social reform2026Universitas Sultan Ageng Tirtayasa;ManajemenThesis

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