Pengaruh Service Quality, Brand Image, Customer Satisfaction, dan Custom Er Trust dalam Membentuk Customer Loyalty pada Pelanggan Brand Kecantikan Ramah Lingkungan di Wilayah DKI Jakarta
DOI:
https://doi.org/10.62710/qk1v4d98Keywords:
Service Quality, Brand Image, Customer Satisfaction, Customer Trust, And Customer Loyalty.Abstract
This study aims to determine the effect of: 1) service quality on brand image. 2) service quality on customer satisfaction. 3) service quality on customer trust. 4) brand image on customer loyalty. 5) customer satisfaction on customer loyalty. 6) customer trust on customer loyalty. Data was collected by questionnaires distributed online through social media. Respondents in this study are those who live in the DKI Jakarta Region, are 18-55 years old and have purchased Sensatia Botanicals products within the past year. This study uses SPSS version 25 and AMOS version 25 software to analyze data. The results of this study indicate that all hypotheses have a positive and significant effect. The results of this study indicate that service quality has a positive and significant effect on brand image, service quality has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer trust, brand image has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer trust has a positive and significant effect on customer loyalty.
Downloads
References
Affran, S., Dza, M., & Buckman, J. (2019). Empirical conceptualization of Customer loyalty on relationship marketing and sustained competitive advantage. Journal of Research in Marketing, 10(2), 798–806.
Al-Shorman, H. M., Alshawabkeh, R. O. K., Aldaihani, F. M. F., Aityassine, F. L. Y., Mohammad, A., & Al-Hawary, S. I. S. (2021). Drivers of e-training intention to use in the private universities in Jordan. International Journal of Data and Network Science, 5(4), 831–836. https://doi.org/10.5267/j.ijdns.2021.x.002
Alamsyah, D. P., & Muhammed, H. A. A. (2019). Antecedents of Green Awareness for Eco-Friendly Products. ASEAN Marketing Journal, 10(2), 109–126. https://doi.org/10.21002/amj.v10i2.8425
Albarq, A. N. (2023). The Impact of CKM and Customer Satisfaction on Customer Loyalty in Saudi Banking Sector: The Mediating Role of Customer Trust. Administrative Sciences, 13(3). https://doi.org/10.3390/admsci13030090
Amalia, R. N., Dianingati, R. S., & Annisaa’, E. (2022). Pengaruh Jumlah Responden terhadap Hasil Uji Validitas dan Reliabilitas Kuesioner Pengetahuan dan Perilaku Swamedikasi. Generics: Journal of Research in Pharmacy, 2(1), 9–15. https://doi.org/10.14710/genres.v2i1.12271
Amanda, K. N., Armandari, M. O., & Ambarwati, N. S. S. (2024). Pengaruh Kesadaran Lingkungan Mahasiswa Tata Rias UNJ terhadap Minat Beli Produk Green Cosmetic. Academy of Education Journal, 15(2), 1308–1316. https://doi.org/10.47200/aoej.v15i2.2430
Anita, T. L. (2019). The Effect of Brand Personality and Customer Satisfaction to Customer Loyalty at The Mall: A Study Case. International Journal of Tourism and Hospitality in Asia Pasific, 2(1), 1–7. https://doi.org/10.32535/ijthap.v2i1.352
Annisa Zahra, T. A. (2024). Pengaruh Content Marketing yang bertemakan lingkungan. 9(2), 1497–1504. https://doi.org/10.33087/jmas.v9i2.2033
Arlan, A. F., & Idris. (2020). The Effect of Price, Service Quality and Promotion of Loyalty With Satisfaction as Intervening Variables in Shaqylla Beauty Clinic Payakumbuh . 152, 628–637. https://doi.org/10.2991/aebmr.k.201126.071
Arrivabene, L. S., Vieira, P. R. da C., & Mattoso, C. L. de Q. (2019). Impact of Service Quality, Satisfaction and Corporate Image on Loyalty: A Study of a Publicly Traded for-Profit University. Services Marketing Quarterly, 40(3), 189–205. https://doi.org/10.1080/15332969.2019.1630174
Azzahra, S., & Fachira, I. (2022). The Influence of Bring Back Our Bottle Program on The Body Shop Indonesia Brand Image, Brand Trust, Brand Love and Brand Loyalty Salma Azzahra. Asian Journal of Research in Business and Management, 4(3), 283–295. https://doi.org/10.55057/ajrbm.2022.4.3.26
Baktash, L., & Talib, M. A. (2019). Green marketing strategies: Exploring intrinsic and extrinsic factors towards green customers’ loyalty. Quality - Access to Success, 20(168), 127–134.
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Basuki, K.H. Rosa, N.M. Alfin, E. (2020). Membangun Kesadaran Masyarakat Dalam Menata. JMM (Jurnal Masyarakat Mandiri), 4(1), 3.
Batara, H., & Susilo, D. (2022). The Effect of Rebranding Lays to Customer Loyalty with Brand Image as A Mediation Variable. LONTAR: Jurnal Ilmu Komunikasi, 10(2), 113–125. https://doi.org/10.30656/lontar.v10i2.4948
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302. https://doi.org/10.1108/IJBM-02-2018-0021
Bozic Branko, V. G. K. (2019). Customer Trust Recovery: An Alternative Explanation. 0–41.
Çavusoglu, S., Demirag, B., Jusuf, E., & Gunardi, A. (2021). The effect of attitudes toward green behaviors on green image, green customer satisfaction and green customer loyalty. Geojournal of Tourism and Geosites , 33(4), 1513–1519. https://doi.org/10.30892/gtg.334spl10-601
Christanto, Y. M., & Santoso, S. (2022). The influence of service quality, corporate image, and customer satisfaction on customer loyalty in banking sector in Yogyakarta. International Journal of Research in Business and Social Science (2147- 4478), 11(7), 09–16. https://doi.org/10.20525/ijrbs.v11i7.2025
Cuong, D. T., & Khoi, B. H. (2019). The relationship between service quality, satisfaction, trust and customer loyalty a study of convience stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems, 11(1 Special Issue), 327–333.
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Databoks. (2022). Survei: Banyak Anak Muda Semakin Peduli Terhadap Lingkungan. https://databoks.katadata.co.id/datapublish/2022/09/16/survei-banyak-anak-muda-semakin-peduli-terhadap-lingkungan
Dewi, N. D. (2019). Pengaruh Kemudahan, Keamanan, dan pengalaman Pembelian terhadap Pembelian secara Online menggunakan Aplikasi Shopee (Studi kasus mahasiswa Fakultas Ekonomi Universitas Maarif Hasyim Latif Sidoarjo). Jurnal Ekomaks : Jurnal Ilmu Ekonomi, Manajemen, Dan Akuntansi, 8(1), 25–32. https://doi.org/10.33319/jeko.v8i1.29
Dinanti, A. P., Suhud, U., & Krissanya, N. (2024). Trust, Value, Price Fairness: Boosting Loyalty in Eco Hair Care. International Journal Of Education, Social Studies, And Management (IJESSM), 4(2), 454–472. https://doi.org/10.52121/ijessm.v4i2.275
Divyapriyadharshini, N. (2019). Consumer Awareness towards Green Products and Its Impact. International Journal of Research and Innovation in Social Science (IJRISS) |Volume III, Issue X, October, 2454–6186. www.rsisinternational.org
Djeucga, T. C. (2021). Exploring Customer loyalty in Telecommunication Bachelor of International Business. September.
Faza, L. A., Agustini, P. M., Maesaroh, S., Purnomo, A. C., & Nabila, E. A. (2022). Motives For Purchase of Skin Care Product Users (Phenomenology Study on Women in DKI Jakarta). ADI Journal on Recent Innovation (AJRI), 3(2), 139–152. https://doi.org/10.34306/ajri.v3i2.520
Genoveva, G., & Levina, L. (2019). the Green Marketing Mix: a Review of Customers’ Body Shop Purchase Intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 3(2), 400. https://doi.org/10.24912/jmieb.v3i2.7386
Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001
Gunarso, L., Andriano, J., & Sihombing, S. O. (2020). Keterhubungan Antara Kemampuan, Kebajikan (Benevolence), Dan Integritas Perusahaan Terhadap Kepercayaan Dan Partisipasi Pelanggan: Studi Empiris Pada Tokopedia. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 330. https://doi.org/10.24912/jmieb.v4i2.8402
Ha, M. T., Ngan, V. T. K., & Nguyen, P. N. D. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge. Business Ethics, Environment and Responsibility, July. https://doi.org/10.1111/beer.12462
Haghkhah, A., & Asgari, A. A. (2020). Effects of Customer Value and Service Quality on Customer Loyalty : Mediation Role of Trust and Commitment in Business-To-Business Context. Management Research and Practice, 12(1), 27–47.
Haque, A., Nayeem, A. R., Hossain, M. N., Abdullah, F., & Fatema Akter, M. (2020). Factors affecting on consumer’s purchase intention towards eco-friendly products in Malaysia. Issues in Business Management and Economics, 8(4), 72–83. https://doi.org/10.15739/IBME.20.007
Haque, U. N., & Mazumder, R. (2020). A Study on the Relationship Between Customer Loyalty and Customer Trust in Online Shopping. International Journal of Online Marketing, 10(2), 1–16. https://doi.org/10.4018/ijom.2020040101
Hidayat, A., Adanti, A. P., Darmawan, A., & Setyaning, A. N. A. (2019). Factors Influencing Indonesian Customer Satisfaction and Customer Loyalty in Local Fast-Food Restaurant. International Journal of Marketing Studies, 11(3), 131. https://doi.org/10.5539/ijms.v11n3p131
Honora, A., Chih, W. H., & Ortiz, J. (2023). What drives customer engagement after a service failure? The moderating role of customer trust. International Journal of Consumer Studies, 47(5), 1714–1732. https://doi.org/10.1111/ijcs.12939
Iglesias, O., Markovic, S., Bagherzadeh, M., & Jit, J. (2024). Co-creation : A Key Link Between Corporate Social Responsibility , Customer Trust , and Customer Loyalty Author ( s ): Oriol Iglesias , Stefan Markovic , Mehdi Bagherzadeh and Jatinder Jit Singh Published by : Springer Stable URL : https://www.jstor.org/s. 163(1), 151–166.
Jebraeily, M., Rahimi, B., Zare Fazlollahi, Z., & Lotfnezhad Afshar, H. (2019). Using SERVQUAL Model to Assess Hospital Information System Service Quality. Hormozgan Medical Journal, 23(1), e86977. https://doi.org/10.5812/hmj.86977
Khairawati, S. (2019). Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty. International Journal of Research in Business and Social Science (2147- 4478), 9(1), 15–23. https://doi.org/10.20525/ijrbs.v9i1.603
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. https://doi.org/10.14254/2071-8330.2019/12-3/1
Ko, J. H., & Jeon, H. M. (2024). The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop. Sustainability (Switzerland) , 16(8). https://doi.org/10.3390/su16083126
Krissanya, N., Sholikhah, S., Berutu, M. B., & Sari, D. A. P. (2023). Exploring the role of green brand positioning in determining green product purchase intention. International Journal of Applied Economics, Finance and Accounting, 15(2), 88–95. https://doi.org/10.33094/ijaefa.v15i2.838
Kurnianingrum, A. F., & Hidayat, A. (2020). The Influence of Service Quality and Price Perception on Cunsumer Trust and Revisit Intention at Beauty Care Clinic in Indonesia. Archives of Business Research, 8(6), 268–281. https://doi.org/10.14738/abr.86.8489
Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44(November 2019), 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015
Lim, K. B., Sook Fern, Y., & A/l Bhajan Singh, H. S. K. (2021). The Study of Customer Satisfaction of Shopee Customers In Malaysia. International Journal of Entrepreneurship, Business and Creative Economy, 1(2), 30–44. https://doi.org/10.31098/ijebce.v1i2.602
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100. https://doi.org/10.32493/informatika.v5i2.4946
Mohamad Aras, Indra Nara Persada, & Septa Diana Nabella. (2023). the Influence of Service Quality, Trust, and Facilities on the Decision To Choose Sp Hotel Batam. International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 1(4), 417–431. https://doi.org/10.61990/ijamesc.v1i4.39
Nadiya, A. F., & Ishak, A. (2022). Analisis Niat Beli dan Perilaku Konsumen terhadap Produk Perawatan Kulit Ramah Lingkungan. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 01(03), 186–204.
Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50
Nguyen, T. T. N. (2020). Developing and validating five-construct model of customer satisfaction in beauty and cosmetic E-commerce. Heliyon, 6(9), e04887. https://doi.org/10.1016/j.heliyon.2020.e04887
Noor, I., Alhidayatullah, & Amal, M. K. (2023). Dimensions of Service Quality in Influencing Customer Satisfaction. Adpebi International Journal of Multidisciplinary Sciences, 2(2), 189–197. https://journal.adpebi.com/index.php/AIJMS
Nora, L. (2019). Trust, commitment, and customer knowledge: Clarifying relational commitments and linking them to repurchasing intentions. Management Decision, 57(11), 3134–3158. https://doi.org/10.1108/MD-10-2017-0923
Pasaribu, F., Sari, W. P., Ni Bulan, T. R., & Astuty, W. (2022). The effect of e-commerce service quality on customer satisfaction, trust and loyalty. International Journal of Data and Network Science, 6(4), 1077–1084. https://doi.org/10.5267/j.ijdns.2022.8.001
Pertiwi, S., Lubis, A. N., & Absah, Y. (2021). The Influence of Service Failure and Service Recovery towards Customer Loyalty of Firstmedia Service Users with Customer Trust as an Intervening Variable. International Journal of Research and Review (Ijrrjournal.Com), 8(January), 1.
Pham, L., Limbu, Y. B., Bui, T. K., Nguyen, H. T., & Pham, H. T. (2019). Does e-learning service quality influence e-learning student satisfaction and loyalty? Evidence from Vietnam. International Journal of Educational Technology in Higher Education, 16(1). https://doi.org/10.1186/s41239-019-0136-3
Puspitasari, A. F. (2020). The Role of Green Brand Image, Green Brand Equity and Product Quality toward Customers’ Attitudes to Consume Eco Friendly Cosmetic Product. Asia-Pacific Management and Business Application A R TI CLE Asia-Pacific Management and Business Application, 1(July), 21–36. https://doi.org/10.21776/ub.apmba.2020.009.01.3
Rahayu, H. S., Ginting, P., & Fawzeea, B. K. (2021). The Influence of Service Quality and Company Image to Customer Loyalty through Corporate Customer Satisfaction on XXX Group. International Journal of Research and Review, 8(8), 207–213. https://doi.org/10.52403/ijrr.20210829
Ramadhani, N. U., Wibawa, B. M., & Gunawan, J. (2019). Analisis Sikap Konsumen Perempuan terhadap Produk Green Skincare: Pendekatan Multiatribut Fishbein. Jurnal Sains Dan Seni ITS, 8(1). https://doi.org/10.12962/j23373520.v8i1.41624
Ramya, N. (2019a). Development. May.
Ramya, N. (2019b). Service Quality and Its Dimensions. EPRA International Journal of Research and Development (IJRD), 4(2), 41.
Rane, N., Achari, A., & Choudhary, S. P. (2023). Enhancing Customer Loyalty Through Quality of Service: Effective Strategies To Improve Customer Satisfaction, Experience, Relationship, and Engagement. International Research Journal of Modernization in Engineering Technology and Science, May. https://doi.org/10.56726/irjmets38104
Salim, L., & Rismawati, C. (2020). Generation Z Purchase Intention on Environmental and Green Cosmetic Product. Jurnal Riset Jakarta, 13(2), 33–42. https://doi.org/10.37439/jurnaldrd.v13i2.34
Santri, D., & Miftah, M. (2023). Analisis Pengaruh Labelisasi Halal dan Promosi terhadap Harga dan Minat Beli Kosmetik di Kota Kendari. Robust: Research of Business and Economics Studies, 3(1), 38. https://doi.org/10.31332/robust.v3i1.6077
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Sensatia Botanicals. (2021). Keunggulan Sensatia Botanicals sebagai Produk Ramah Lingkungan. https://www.instagram.com/sensatiabotanicals?igsh=MXZ3ZHU1dXZ2Z2c5dw==
Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A moderated mediation approach. International Journal of Bank Marketing, 37(5), 1119–1142. https://doi.org/10.1108/IJBM-03-2018-0063
Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297–318. https://doi.org/10.1108/IJQSS-10-2019-0114
Suasapha, A. H. (2020). Skala Likert Untuk Penelitian Pariwisata; Beberapa Catatan Untuk Menyusunnya Dengan Baik. Jurnal Kepariwisataan, 19(1), 26–37. https://doi.org/10.52352/jpar.v19i1.407
Suhaily, L., & Darmoyo, S. (2019). Effect of green product and green advertising to satisfaction and loyalty which mediated by purchase decision. International Journal of Contemporary Applied Researches, 6(1), 44–57. www.ijcar.net
Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1937847
Tugiman, T., Herman, H., & Yudhana, A. (2022). Uji Validitas Dan Reliabilitas Kuesioner Model Utaut Untuk Evaluasi Sistem Pendaftaran Online Rumah Sakit. JATISI (Jurnal Teknik Informatika Dan Sistem Informasi), 9(2), 1621–1630. https://doi.org/10.35957/jatisi.v9i2.2227
Tumbelaka, S. S. X. (2022). Customer Bonding, Customer Satisfaction, and Customer Loyalty (Study on the Customer of “SMEs Martabak Hokky Kawanua" in Tondano). International Journal of Applied Business and International Management, 7(3), 74–82. https://doi.org/10.32535/ijabim.v7i3.1899
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). the Effect of Service Quality, Perceived Value and Mediating Effect of Brand Image on Brand Trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56. https://doi.org/10.9744/jmk.22.1.45-56
Zoel Hutabarat, Denny Larson, dan M. D. I. (2020). Pengaruh Perceived Parental Reward, Entrepreneurial Self Effycacy, yang Dimoderisasi Family Business Involvement Terhadap Entrepreneurial Intention Di Universitas Pelita Harapan. IDEI: Jurnal Ekonomi & Bisnis, 1(2), 60–75. https://doi.org/10.38076/ideijeb.v1i2.3
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Lisna Sintya, Usep Suhud, Meta Bara Berutu (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
