The Impact of Brand Image and Customer Satisfaction on Indomaret Customer Loyalty in Sumbawa City

Abstract

The objective of this study is to assess the impact of Brand Image and Customer Satisfaction on Customer Loyalty at Indomaret in Sumbawa City. The study focused on the population of Indomaret customers in Sumbawa City. The study's sample consisted of 100 customer respondents who were at least 18 years old and had made purchases at one of the Indomarets in Sumbawa City within the past three months. The sample was chosen by a non-probability sampling technique, wherein a questionnaire was disseminated online using Google Form. Data analysis employs the Partial Least Squares (PLS) method, facilitated by the SmartPLS 3.2.9 software application. The research findings indicate that the brand image and customer satisfaction have a partially positive and considerable impact on the loyalty of Indmaret customers in Sumbawa City. Furthermore, this study demonstrates that enhancing brand perception and upholding a superior level of customer contentment are the primary determinants in sustaining and augmenting Indomaret client allegiance in Sumbawa City.