%T PENGARUH 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)
%I Universitas Sultan Ageng Tirtayasa
%D 2026
%A Tri Lestari Dewi
%X This 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 
Satisfaction
%L eprintuntirta59685
%O Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk dan 
Layanan Purna Jual terhadap Kepuasan Konsumen, serta menguji peran Citra 
Merek sebagai variabel mediasi pada pemilik mobil listrik Wuling Air EV di 
wilayah Cikupa, Kabupaten Tangerang. Penelitian ini dilatarbelakangi oleh 
adanya fenomena penurunan penjualan serta temuan kesenjangan (research gap) 
pada penelitian terdahulu terkait inkonsistensi hubungan antar variabel. Metode 
penelitian yang digunakan adalah kuantitatif, dengan teknik purposive sampling 
kepada pemilik mobil listrik Wuling Air EV yang telah menggunakan kendaraan 
minimal 6 bulan. Data dikumpulkan melalui penyebaran kuesioner dan analisis 
menggunakan Partial Least Square (PLS) untuk menguji hubungan langsung 
maupun tidak langsung antar variabel. Hasil penelitian menunjukan bahwa: (1)
Kualitas Produk berpengaruh positif dan signifikan terhadap Citra Merek; (2) 
Layanan Purna Jual berpengaruh positif dan signifikan terhadap Kepuasan 
Konsumen; (3) Kualitas Produk berpengaruh positif dan signifikan terhadap Citra 
Merek; (4) Layanan Purna Jual berpengaruh positif dan signifikan terhadap Citra 
Merek; (5) Citra Merek berpengaruh positif dan signifikan terhadap Kepuasan 
Konsumen; (6) Citra Merek memediasi secara parsial pengaruh Kualitas Produk 
terhadap Kepuasan Konsumen; (7) Citra Merek memediasi secara parsial 
pengaruh Layanan Purna Jual terhadap Kepuasan Konsumen. Secara keseluruhan, 
penelitian ini menegaskan bahwa peningkatan Kualitas Produk dan Layanan 
Purna Jual yang didukung Citra Merek yang kuat mampu meningkatkan Kepuasan 
konsumen terhadap mobil listrik Wuling Air EV. Temuan ini diharapkan dapat 
menjadi masukan strategis bagi perusahaan dalam memperkuat daya saing di 
industri mobil listrik.
%K Kata Kunci: Kualitas Produk, Layanan Purna Jual, Citra Merek, Kepuasan 
Konsumen
Product Quality, After-Sales Service, Brand Image, Customer 
Satisfaction