The Influence of Brand Image and Customer Experience on Customer Loyalty Mediated by Customer Satisfaction
Keywords:
Brand Image, Customer Experience, Customer Satisfaction, Customer Loyalty, Coffee Shop.
Abstract
This study aims to analyze the influence of brand image and customer experience on customer loyalty mediated by customer satisfaction at Papagesha Coffee Shop in Majalengka. A quantitative approach was used by involving 160 respondents aged 1560 years. Data collection was conducted using a questionnaire based on the Likert scale, and analyzed using the PL-SEM method. As a result, brand image and customer experience have a positive and significant influence on customer satisfaction and loyalty. Customer satisfaction has proven to be a powerful mediator in strengthening the relationship between brand image and customer experience to customer loyalty. The findings also show that customer satisfaction has the most dominant influence in driving loyalty. It reinforces the importance of service improvement strategies, brand consistency, and meaningful experience creation to retain customers amid increasingly fierce competition in the coffee shop industry. The recommendations from this study emphasize the need for continuous innovation and holistic management of customer experience as the basis for strengthening long-term relationships between consumers and brands.
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References
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Hair, J. F., Thomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). https://www.researchgate.net/publication/354331182
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. http://www.
Hermawati, A. (2023). The Effect of Complaint Handling, Marketing Communication and Trust on Loyalty (Marketing Management Literature Review). Urnal Digital Management and Marketing, 1(1), 14–28. https://doi.org/10.38035/jmpd.v1i1
Jasin, M., Firmansyah, A., Anisah, H. U., Junaedi, I. W. R., & Haris, I. (2023). The effects of customer satisfaction, perceived service quality, perceived value, and brand image on customer loyalty. Uncertain Supply Chain Management, 11(2), 763–768. https://doi.org/10.5267/j.uscm.2023.1.004
Katoni, J., & Sijabat, R. (2023). Analysis of the Influence of Brand Image, Price and Service Quality on Customer Satisfaction and Customer Loyalty in Patients of Siloam Lippo Village Hospital. Journal of Ecology and Management, 7(2), 132–144. https://doi.org/10.31294/widyacipta.v7i2.15781
Kiliswa, N. G., & Mugova, S. (2025). Customer Experience and Customer Loyalty in Retail Multichannel Banking: A Mediation Analysis. European Journal of Management Issues, 33(1), 14–22. https://doi.org/10.15421/192502
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th Edition). Pearson Education.
Kotler, P., & Keller, L. (2012). Marketing Management (14th Edition). Pearson Education.
Mansoor, M., Paul, J., Khan, T. I., Abukhait, R., & Hussain, D. (2025). Customer evangelists: Elevating hospitality through digital competence, brand image, and corporate social responsibility. International Journal of Hospitality Management, 126. https://doi.org/10.1016/j.ijhm.2025.104085
Melania, D. R., & Sukmono, R. A. (2022). The Effect of Brand Image and Product Quality on Fast Food Consumer Loyalty in East Java Province. Indonesian Journal of Law and Economics Review, 17. https://doi.org/10.21070/ijler.v17i0.832
Millenia, C., & Pantro Sukma, R. (2022). THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION, IN RESTAURANTS WOLFGANG'S STEAKHOUSE JAKARTA. In Journal of Management and Leadership (Vol. 5, Issue 2).
Prashella, D. A., Kurniawati, K., Fachri, H., Diandra, P. K., & Aji, T. (2021). CORPORATE SOCIAL RESPONSIBILITY TOWARDS CUSTOMER LOYALTY MEDIATED BY ELECTRONIC SERVICE QUALITY, TRUST AND CUSTOMER SATISFACTION IN THE INDONESIAN BANKING INDUSTRY. Journal of Business Economics and Entrepreneurship, 10(2), 191. https://doi.org/10.26418/jebik.v10i2.44779
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2023a). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust. Journal of Economics and Business Letters, 3(3), 27–37. https://doi.org/10.55942/jebl.v3i3.205
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2023b). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust. Journal of Economics and Business Letters, 3(3), 27–37. https://doi.org/10.55942/jebl.v3i3.205
Sasono, E., Ernawati, F. Y., & Wijaya, F. H. (2023). ANALYSIS OF THE INFLUENCE OF BRAND TRUST, BRAND PERSONALITY AND CUSTOMER SATISFACTION ON THE LOYALTY OF HNI HPAI OLIVE OIL CUSTOMERS IN THE COMMUNITY OF JOMBLANG VILLAGE, CANDISARI DISTRICT, SEMARANG. STIE SEMARANG JOURNAL, 15(2), 121–136. https://doi.org/DOI: 10.33747
Schmitt, B. (1999). Experiential Marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press.
Suharto, Junaedi, W. R., Muhdar, H. M., Firmansyah, A., & Sarana. (2022). Consumer loyalty of Indonesia e-commerce SMEs: The role of social media marketing and customer satisfaction. International Journal of Data and Network Science, 6(2), 383–390. https://doi.org/10.5267/j.ijdns.2021.12.016
Supertini, N. P. S., Telagawatih, N. L. W. S., & Yulianthini, N. N. (2020). THE INFLUENCE OF CUSTOMER TRUST AND SATISFACTION ON CUSTOMER LOYALTY IN THE KEBAYA HEIRLOOM IN SINGARAJA. Outlook: Journal of Management and Business, 2(1), 61–73. https://doi.org/https://doi.org/10.23887/pjmb.v2i1.26201
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Helion, 10(16). https://doi.org/10.1016/j.heliyon.2024.e36254
Tjiptono, F. (2005). Marketing Services (First Edition). Bayumedia Publishing.
Wellyantony, G. & Cristian, D., Antonius, G., Wellyantony, J., Catholic, U., & Surabaya, W. M. (2021). SCIENTIFIC JOURNAL OF MANAGEMENT STUDENTS THE INFLUENCE OF BRAND IMAGE AND BRAND EXPERIENCE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN THE E-SPORTS GAME MOBILE LEGENDS BANG BANG IN SURABAYA. 10. https://doi.org/10.33508/jumma.v10i2.3611
Wilson, N. (2022). PRICE SATISFACTION VS PRODUCT QUALITY: WHICH FACTOR HAS THE MOST INFLUENCE ON CUSTOMER LOYALTY TO GREEN PRODUCTS? DeReMa (Development of Research Management): Journal of Management, 17(1). https://doi.org/https://doi.org/10.19166/derema.v17i1.4970
Alfdool, S. M., Teruel-Serrano, M. D., & Alonso-Monasterio, P. (2024). The Brand Image Influence on the Relationship between Social Media Advertising and Sustainable Tourism Practices in Petra (Jordan). ECONOMICS - Innovative and Economics Research Journal. https://doi.org/10.2478/eoik-2025-0014
Andriyani, N. K. R., & Yudhistira, P. G. A. (2023). How Does Conventional Travel Agent Services Enhance Brand Loyalty? The Relationship Between Customer Experience, Brand Credibility, and Brand Trust. Journal of Theoretical and Applied Management| Journal of Theory and Applied Management, 16(1), 162–178. https://doi.org/10.20473/jmtt.v16i1.43170
A.S., A., & Ali, H. (2025). Factors influencing Marketing Strategy: Product, Place and Promotion Analysis (Literature Review of Strategic Management). Journal of Digital Management and Marketing, 3(2), 136–148. https://doi.org/10.38035/jmpd.v3i2
Ayesha, S., Muchtar, M., Tinggi, S., Ciputra, I. E., & Indonesia, M. (2025). The Influence of Customer Experience, Brand Trust and Perceived Value in Creating Customer Loyalty in the Digital Era in Shopee E-Commerce. PARADOX Journal of Economics, 8(2).
Bagozzi, R. P. (1992). The Self-Regulation of Attitudes, Intentions. Source: Social Psychology Quarterly, 55(2), 178–204. https://doi.org/https://doi.org/10.2307/2786945
Croitoru, G., Capatina, A., Florea, N. V., Cadignola Federica, & Sokolic, D. (2024). A cross-cultural analysis of perceived value and customer loyalty in restaurants. European Research on Management and Business Economics, 30(3). https://doi.org/https://doi.org/10.1016/j.iedeen.2024.100265
Ertemel, A. V., Civelek, M. E., Ero?lu Pekta?, G. Ö., & Çemberci, M. (2021a). The role of customer experience in the effect of online flow state on customer loyalty. PLoS ONE, 16(7 July 2021). https://doi.org/10.1371/journal.pone.0254685
Ertemel, A. V., Civelek, M. E., Ero?lu Pekta?, G. Ö., & Çemberci, M. (2021b). The role of customer experience in the effect of online flow state on customer loyalty. PLoS ONE, 16(7 July 2021). https://doi.org/10.1371/journal.pone.0254685
Febriatu Sholikhah, A., & Hadita. (2023). THE EFFECT OF SERVICE QUALITY, PRODUCT QUALITY, AND PRICE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION OF MIE GACOAN IN EAST BEKASI. JOURNAL OF ECONOMICS, 2(2), 692–708. http://report.licorice.pink/blog/mini-survey/indonesian-preferrice-than-anything-
Gao, F., & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta psychologica, 244. https://doi.org/10.1016/j.actpsy.2024.104191
Gazi, M. A. I., Mamun, A. Al, Masud, A. Al, Senathirajah, A. R. bin S., & Rahman, T. (2024). The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image. Journal of Open Innovation: Technology, Market, and Complexity, 10(1). https://doi.org/10.1016/j.joitmc.2024.100227
Gede, N., Sewakottama, R., Prawitasari, P. P., Tirtayani, G. A., Ngurah, G., Ariwangsa, O., Economics, F., & Business, D. (2024). THE INFLUENCE OF SALES PROMOTION, CUSTOMER EXPERIENCE, AND BRAND IMAGE ON REPURCHASE INTENTION. 18(1). https://doi.org/10.46306/jbbe.v18i1
Griffin, J. (2012). Customer Loyalty: How to Earn It, How to Keep It. (Second Edition). Joey-Bass.
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determination of customer satisfaction against customer loyalty through trust. MANEGGGIO: Scientific Journal of Master of Management, 3(2). https://doi.org/10.30596/maneggio.v3i2.5290
Hair, J. F., Thomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). https://www.researchgate.net/publication/354331182
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. http://www.
Hermawati, A. (2023). The Effect of Complaint Handling, Marketing Communication and Trust on Loyalty (Marketing Management Literature Review). Urnal Digital Management and Marketing, 1(1), 14–28. https://doi.org/10.38035/jmpd.v1i1
Jasin, M., Firmansyah, A., Anisah, H. U., Junaedi, I. W. R., & Haris, I. (2023). The effects of customer satisfaction, perceived service quality, perceived value, and brand image on customer loyalty. Uncertain Supply Chain Management, 11(2), 763–768. https://doi.org/10.5267/j.uscm.2023.1.004
Katoni, J., & Sijabat, R. (2023). Analysis of the Influence of Brand Image, Price and Service Quality on Customer Satisfaction and Customer Loyalty in Patients of Siloam Lippo Village Hospital. Journal of Ecology and Management, 7(2), 132–144. https://doi.org/10.31294/widyacipta.v7i2.15781
Kiliswa, N. G., & Mugova, S. (2025). Customer Experience and Customer Loyalty in Retail Multichannel Banking: A Mediation Analysis. European Journal of Management Issues, 33(1), 14–22. https://doi.org/10.15421/192502
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th Edition). Pearson Education.
Kotler, P., & Keller, L. (2012). Marketing Management (14th Edition). Pearson Education.
Mansoor, M., Paul, J., Khan, T. I., Abukhait, R., & Hussain, D. (2025). Customer evangelists: Elevating hospitality through digital competence, brand image, and corporate social responsibility. International Journal of Hospitality Management, 126. https://doi.org/10.1016/j.ijhm.2025.104085
Melania, D. R., & Sukmono, R. A. (2022). The Effect of Brand Image and Product Quality on Fast Food Consumer Loyalty in East Java Province. Indonesian Journal of Law and Economics Review, 17. https://doi.org/10.21070/ijler.v17i0.832
Millenia, C., & Pantro Sukma, R. (2022). THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION, IN RESTAURANTS WOLFGANG'S STEAKHOUSE JAKARTA. In Journal of Management and Leadership (Vol. 5, Issue 2).
Prashella, D. A., Kurniawati, K., Fachri, H., Diandra, P. K., & Aji, T. (2021). CORPORATE SOCIAL RESPONSIBILITY TOWARDS CUSTOMER LOYALTY MEDIATED BY ELECTRONIC SERVICE QUALITY, TRUST AND CUSTOMER SATISFACTION IN THE INDONESIAN BANKING INDUSTRY. Journal of Business Economics and Entrepreneurship, 10(2), 191. https://doi.org/10.26418/jebik.v10i2.44779
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2023a). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust. Journal of Economics and Business Letters, 3(3), 27–37. https://doi.org/10.55942/jebl.v3i3.205
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2023b). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust. Journal of Economics and Business Letters, 3(3), 27–37. https://doi.org/10.55942/jebl.v3i3.205
Sasono, E., Ernawati, F. Y., & Wijaya, F. H. (2023). ANALYSIS OF THE INFLUENCE OF BRAND TRUST, BRAND PERSONALITY AND CUSTOMER SATISFACTION ON THE LOYALTY OF HNI HPAI OLIVE OIL CUSTOMERS IN THE COMMUNITY OF JOMBLANG VILLAGE, CANDISARI DISTRICT, SEMARANG. STIE SEMARANG JOURNAL, 15(2), 121–136. https://doi.org/DOI: 10.33747
Schmitt, B. (1999). Experiential Marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press.
Suharto, Junaedi, W. R., Muhdar, H. M., Firmansyah, A., & Sarana. (2022). Consumer loyalty of Indonesia e-commerce SMEs: The role of social media marketing and customer satisfaction. International Journal of Data and Network Science, 6(2), 383–390. https://doi.org/10.5267/j.ijdns.2021.12.016
Supertini, N. P. S., Telagawatih, N. L. W. S., & Yulianthini, N. N. (2020). THE INFLUENCE OF CUSTOMER TRUST AND SATISFACTION ON CUSTOMER LOYALTY IN THE KEBAYA HEIRLOOM IN SINGARAJA. Outlook: Journal of Management and Business, 2(1), 61–73. https://doi.org/https://doi.org/10.23887/pjmb.v2i1.26201
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Helion, 10(16). https://doi.org/10.1016/j.heliyon.2024.e36254
Tjiptono, F. (2005). Marketing Services (First Edition). Bayumedia Publishing.
Wellyantony, G. & Cristian, D., Antonius, G., Wellyantony, J., Catholic, U., & Surabaya, W. M. (2021). SCIENTIFIC JOURNAL OF MANAGEMENT STUDENTS THE INFLUENCE OF BRAND IMAGE AND BRAND EXPERIENCE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN THE E-SPORTS GAME MOBILE LEGENDS BANG BANG IN SURABAYA. 10. https://doi.org/10.33508/jumma.v10i2.3611
Wilson, N. (2022). PRICE SATISFACTION VS PRODUCT QUALITY: WHICH FACTOR HAS THE MOST INFLUENCE ON CUSTOMER LOYALTY TO GREEN PRODUCTS? DeReMa (Development of Research Management): Journal of Management, 17(1). https://doi.org/https://doi.org/10.19166/derema.v17i1.4970
Published
2025-08-02
Section
Original Articles
Copyright (c) 2025 Zidan Rizki Robbani, Alviyandi Agim Mulyadin, Aang Curatman, Rahmadi
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