Management Analysis Journal 9 (1) (2020)

Management Analysis Journal

http://maj.unnes.ac.id

The Role of Customer Satisfaction in Increasing Customer Loyalty

Ati Arifiah Siswi, Wahyono

Management Department, Faculty of Economics, Universitas Negeri Semarang, Semarang, Indonesia

Article Information Abstract

Article History: The purpose of this study is to determine the direct and indirect influence of brand
Received January 2020 personality, brand reputation and price fairness toward customer loyalty through
Approved February 2020
customer satisfaction as an intervening variable. Customer satisfaction influence
Published March 2020
customers to make an loyal. The population in this research is customers Kuku-
Keywords: bima Energi. The total sample in this research is 115 respondents with purposive
Custemer Loyalty, Brand sampling technique through a likert scale. Methods of collecting data using ques-
Personality, Brand Repu- tionnaires and documentation. Data analysis using classic assumption test and hy-
tation, Price Fairness, pothesis test (t test and path analysis) with SPSS Statistics version 21 programs.
Customer Satisfaction. Based on the hypothesis test, the results show that brand personality has a positive
and significant effect on customer loyalty, price fairness has a positive and signifi-
cant effect on customer loyalty, brand reputation does not has a positive and sig-
nificant effect on customer loyalty, and customer satisfaction has a positive and
significant effect customer satisfaction. Mediation test shows that positive emotion
mediates the effect of brand personality, and price fairness on customer satisfaction.

INTRODUCTION mer satisfaction and loyalty in order to get to a

product. According to Mulyadi and Saktiawati,
The economic development that occurred (2008) customer satisfaction increasingly neces-
in Indonesia at this time forcing market players sary because consumers are increasingly easy to
to be good at making strategies in anticipation of switch from one brand to another brand. There-
increasingly fierce competition (Fatona, 2010), fore, customer satisfaction is key to gaining custo-
Every company from time to time are always mer loyalty (Suwono & Sihombing, 2016)
trying to provide satisfaction to its customers, be- Creating a strong relationship and closely
cause it means maintain satisfy even improve the with customers is the most important thing for
business of the company (Permana, 2013). The the company and the key to long term success.
company's focus today is increasingly focusing Companies that can survive if it has the ability to
their marketing dimension to the customer. provide customer satisfaction, it will have a posi-
Companies must be able to see what the tive impact on the company's long-term as well as
most appropriate approach to customer behavior, short-term (Artanti, 2016).
so that by knowing the attitude of the customers Companies must be able to see what the
then they are expected to continue to shop and lo- most appropriate approach to customer behavior,
yal to the company (Rakhsha & Majidazar, 2011). so that by knowing the attitude of the customers
One of the biggest challenges in business then they are expected to continue to shop and
in the global era is to create and maintain custo- loyal to the company (Rakhsha & Majidazar,

© 2019 Universitas Negeri Semarang

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Correspondence Address: e-ISSN 2252-6552
L2 Building, 1st Floor, Faculty of Economics, Universitas Negeri Semarang
Jalan Taman Siswa, Sekaran, Gunungpati, Semarang, 50229
E-mail: [email protected]
 Ati Arifiah Siswi & Wahyono/ Management Analysist Journal 9 (1) 2020

2011). One of the biggest challenges in business as the perception of quality associated with the
in the global era is to create and maintain custo- name of the company (Aaker, 1991). Brand repu-
mer satisfaction and loyalty in order to get to a tation can be developed not only through adver-
product. According to Mulyadi and Saktiawati, tising but also influenced by the quality and per-
(2008), customer satisfaction increasingly neces- formance of products. A good brand will be able
sary because consumers are increasingly easy to to deliver benefits to customers, and the company
switch from one brand to another brand. There- can continue to maintain the existing advantages
fore, customer satisfaction is key to gaining custo- on the product (Ward, 2012).
mer loyalty (Suwono & Sihombing, 2016). A brand is said to have the reputation of
Creating a strong relationship and closely the brand, relying on consumer opinion about the
with customers is the most important thing for product. Companies can achieve the brand if the
the company and the key to long term success. brand reputation can be known and accepted by
Companies that can survive if it has the ability the public, so that the brand can become widely
to provide customer satisfaction, it will have a known through the development of advertising
positive impact on the company's long-term or and public relations are good (Rachman, 2016).
short-term (Artanti, 2016). According to Herma- Santosa et al. (2016) in his research say that the
wan Kertajaya (2004), the brand is the most im- reputation is positive and significant impact on
portant value in marketing. Products or services customer loyalty. While research by Fakhrudin,
that have a brand can provide added value so that (2016) states that the reputation of the brand
prices can be higher at the same product but the (brand reputation) there is a significant and posi-
different prices (Farida, 2014), Therefore we need tive relationship on customer loyalty.
special strategies to cope with increasingly fierce In addition to brand personality, brand re-
competition. The way to be taken in creating cus- putation is a factor in customer loyalty, fairness
tomer loyalty that is by creating a brand persona- price is also a factor that affects customer loyal-
lity, as most consumers get the brand personality ty. Based on a consumer's perspective, the price
of the products they use. is often used as a indikator value when the price
Aaker and Joachimstahler (2000) states is linked to the perceived benefits of goods and
that brand has characteristics that are broader services (Tjiptono, 2008).
than the product that is the image of the product, Price is another factor driving consumers
country of origin, company associations, brand to purchase. Amryyanti and Cahya, (2012) defi-
personality, symbols and brand relationships / nes the reasonableness of the price as something
customers, in addition to the brand can deliver of an outcome assessment and how the process
additional benefits such as the benefits of self-ex- will get a result that is acceptable, and certainly in
pression users and emotional benefits. Kotler and a fairness in the sense that it makes sense.
Armstrong (2006) explains that the rationale of Wijaya and Nurcaya, (2017) stated that
the brand personality is that both human or brand the price fairness has a positive and significant
has a personality, and humans as consumers tend impact on customer loyalty. This is in line with
to choose brands that suit his personality. Tei- research conducted by Ariastuti and Untoro,
mouri et al. (2016) found that brand personality (2017) which shows that the price fairness has a
has a relationship and a positive and significant positive and significant impact on brand loyalty.
impact on loyalty customers. The above results different from study Amryyanti
The result is contrary to research con- and Cahya, (2012) which states that the price of
ducted by Kwong & Candinegara, (2014) which fairness there is no positive and significant impact
states that there is a positive and significant corre- on customer loyalty.
lation between the personality of the brand to cus- Industrial developments in the fields of
tomer loyalty. Besides having a direct relationship pharmaceuticals and traditional medicines are
to the loyalty, brand personality also have the in- now showing a very significant development.
direct effect through satisfaction. That suggested This is evidenced by the number of pharma-
that brand personality also have the indirect effect ceutical products and traditional medicines ma-
through satisfaction. In the study conducted by nufactured by many companies in Indonesia, so
Adinehfar et al. (2016) stated that the brand per- the pharmaceutical industry and drug tradisio-
sonality positive and significant impact on custo- na cause competition to market their products
mer loyalty through customer satisfaction. to consumers. In this case the advantage PT
Other factors that also determine customer Sido Muncul Tbk in competing indispensable of
loyalty is the brand's reputation or the reputati- consumption of traditional drinks such as herbs
on of the brand. Brand reputation can be defined seems to decline for some time. It is seen from

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the decline in sales of drinks stamina is on Sido The purpose of this study is to determine
Appear's flagship product is Kukubima Energy. the influence of brand personality, brand reputa-
Here is an Energy Kukubima sales data which tion, and price fairness on customer loyalty di-
has decreased since the last four years. Based on rectly and indirectly as well as the influence of
data from the Annual Report PT Sido Muncul customer satisfaction on customer loyalty. This
Tbk known to decrease Kukubima Energy sale study uses the variables that never existed in this
from 2015 to 2018. previous research. Research conducted by combi-
ning these variables in a single model.
Table 1. Kukubima Sales Data
Hypothesis development
Year Sale(Rp) Percentage Brand Personality
Brand personality is a specific mix of hu-
2015 Rp. 996.8 Billion 19.7% man nature that can be linked to a particular
2016 Rp. 963.2 Billion 3.4% brand. Kotler and Keller (2009) defines brand
personality as a mixture of certain human natu-
2017 Rp. 794.8 Billion 17.5% re that can be combined with a particular brand.
2018 Rp. 815.90 Billion 3.1% According to Wismiarsi and Purnama (2015)
Source: Annual Report PT. Sido Muncul Tbk states that brand personality can be developed
as a strategy to create customer loyalty. Research
Based on Table 1.2 it can be seen that the conducted by Farhat and Khan (2011), Then the
decline in sales Kuku Bima Energy PT Sido Mun- hypothesis as follows:
cul Tbk from 2015 until 2018. The highest sales H1: There is a significant positive effect on custo-
occurred in 2015, which reached Rp.998,6 Billion mer loyalty brand personality.
and lowest sales occurred in 2017. By 2017 Kuku
Bima Energy sales of Rp. 794.8 billion and the In addition, customer satisfaction as well
number fell by 17.5% compared to 2016 which as a mediator in influencing customer loyalty.
reached Rp. 963.2 bln. In 2018 an increase of Rp. Kotler & Armstrong (2006: 140) explains the ra-
815.90 billion and that number was up 3.1% com- tionale of brand personality is that neither brand
pared to 2017. It can be concluded that the sale nor humans have personalities and humans as
Kukubima Energy from 2015 to 2018 experien- consumers tend to choose brands with a persona-
ced fluktuation. lity that fits his personality. Research shows that
In accordance with the above study, the customer satisfaction has a direct influence on
researchers are interested in doing research rela- customer loyalty (Firmansyah and Prihandono
ted to the role of the factors that affect customer 2018) Then the hypothesis as follows:
loyalty. Researchers chose satisfaction used as a H2: There was a significant positive effect of
mediator in the relationship between the factors brand personality on customer loyalty
that affect customer loyalty. According to Mu- through customer satisfaction.
lyadi and Saktiawati (2008) Customer satisfaction
increasingly necessary because consumers are in- Brand Reputation
creasingly easy to switch from one brand to anot- Brand reputation refers to the opinion on
her brand, so the loyal behavior of consumers whether or not and the reliability of a brand (An-
will be increasingly difficult to realize. Consumer driani 2015). Brands can be good or bad depends
satisfaction is the decisive factor in maintaining on the views of consumers who have been using
and developing the company (Kotler, 2006). the product. If consumers are satisfied on a brand
Several previous studies have shown a link it will affect the reputation of the brand (Azhari
between customer satisfaction and loyalty of cus- & Arifin 2017)
tomers. Results of research conducted by David Brand reputation have a significant di-
and Prihandono (2012) shows that customer sa- rect effect on customer loyalty (Santosa et al.,
tisfaction is positive and significant impact on 2016) and have an influence on customer loyalty
customer loyalty. The reason for choosing custo- through customer satisfaction. Then the hypothe-
mer satisfaction as mediating variables are also sis as follows:
supported by previous studies showing that brand H3: There is a significant positive effect on custo-
personality, brand reputation and price fairness mer loyalty brand reputation
can affect customer loyalty through customer sa- H4: There is a significant positive effect brand re-
tisfaction (Gul, 2014; Adinehfar & Gayem, 2016; putation customer loyalty through customer
Solar & Nurcaya, 2017). satisfaction.

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Price Fairness the population or a particular sample, data collec-

One important factor in influencing custo- tion using research instruments, and quantitative
mer satisfaction is the reasonableness of the pri- analysis / statistics, with the aim to test the hypot-
ce. Based on the price of consumer viewpoint is hesis that has been set. In this study, the populati-
often used as an indicator of value when prices on used are all customers of Kukubima Energy in
are linked as the perceived benefits of goods and Semarang. Because the population is not known,
services (Tjiptono 2008). According to Consuegra then used the formula of iteration and obtained
et al. (2007) fairness is defined as an assessment sample of 115 respondents.
for an outcome and process in order to achieve a This study used a technique nonprobability
reasonable and acceptable. Price reasonableness sampling (purposive sampling). This method is a
based on a comparison of transactions involving sampling technique based on certain considerations
different parties when deemed there is a differen- which Kukubima Energy customers in Semarang
ce, then the degree of similarity transaction is the who have purchased the product more than twice.
most important element in the reasonableness of Data collection methods used in this re-
the price (Xia et al.,2004). Research shows that pri- search questionnaire method, the method of docu-
ce fairness has a significant influence on customer mentation. data analysis using descriptive analysis
loyalty (Asthma et.al., 2018) and price fairness has of the percentage, the classical assumption, hy-
a significant influence on satisfaction (Wijaya & pothesis testing with statistical test t and test path
Nurcaya 2017), Then the hypothesis as follows: analysis. Data analysis using IBM SPSS Statistics
H5: There is a positive effect of price fairness on software 23. Variables include the dependent vari-
customer loyalty able, independent variable and intervening vari-
H6: There was a significant positive effect of ables. The dependent variable in this study is a
price fairness on customer loyalty through customer loyalty indicators: (1) Been repeated (Re-
customer satisfaction peat Purchase / Visited) (2) Resistance to negative
influences (Griffin, 2003; Kotler & Keller, 2006).
Customer Satisfaction and Customer Loyalty The independent variables include: Brand person-
Oktaviani 2014defines loyalty is a beha- ality, Brand reputation and Price fairness. Brand
vior that is performed by someone with decision personality measured by indicators (1)sincerity: (2)
making without being affected by competitors. Excitemet: (3) competence: (4) ruggedness.
Consumer loyalty is an attitude after the purcha- While brand reputation is measured by in-
se, it's not necessarily arise (Herman, 2011). Re- dicators (1) Widely (2) Reliability brand: (3) The
search by Lam et al. (2004) stated that customer identity positively about the brand: (4) image /
satisfaction is able to mediate the relationship brand image (Parthizgar et al 2005: Putro 2013).
between customer value and loyalty, as well as Variable price fairness is measured by indicators
customer satisfaction and customer loyalty and (1) the customer was paying a reasonable price on
have a significant mutual effects of each other. every purchase: (2) pricing policy is determined
Customer satisfaction is a response to consumer by the company is reasonable and acceptable to
behavior in the form of after-purchase evaluation the customer: (3) the price received is an ethics:
of the goods and services that he felt and compa- (4) conformity with quality products prices (Con-
red with expectations of consumers (Damayanti suegra, 2007: Nurdiansah, 2013). The intervening
& Wahyono 2015), According to Diputri (2015) variable in this study is customer satisfaction with
Stated that the key to retaining customers is cus- the indicator (1) Expectation / expectations: (2)
tomer satisfaction. Previous research shows that Interest of reuse: (3) willingness to recommend
customer satisfaction has a significant influence (Rida 2019: Tjiptono 2000).
on customer loyalty (Wijayanti and Wahyono,
2015). Then the hypothesis is as follows: RESULT AND DISCUSSION
H7: There is the influence of customer satisfac-
tion on customer loyalty. Normality Test
The results of the normality test of
METHOD variables brand personality, brand reputation,
price fairness and customer satisfaction towards
This type of research used in this research customer loyalty on the P-plot graph indicate the
is quantitative research. According to(Sugiyono, points spread around or follow the direction of
2009) Quantitative research method can be inter- the diagonal line, which means the data is nor-
preted as a method of research that is based on mally distributed. Test for normality through the
the philosophy of positivism, is used to examine non-parametric statistical test Kolmogrov- Smir-

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nov (KS) which shows the data are normal- ducted by Farhat and Khan, (2011) that brand
ly distributed because Asymp values are obtained personality has a positive and significant effect
Sig (2-tailed) of 0.061> 0.05. toward customer satisfaction.

Multicollinity Test Effect of Brand Reputation Toward

The results of the multicollinity test sho- Customer Loyalty
wed that each independent variable had a value The results showed that brand reputation
tolerance > 0.10. Variable brand personality is had not a positive and significant effect on cus-
0,636 brand reputation is 0.940, price fairness tomer loyalty. T value of 0.610 < 1.981 and sig
is 0.578 and customer satisfaction is 0.168. value of 0.543 > 0.05. H3 stating that brand re-
Each independent variable has a value of Varian- putation has not positive and significant impact
ce Inflantion Factor (VIF) <10. Variable brand on customer loyalty be accepted. This means that
personality is 1.578, brand reputation is 1.064, the more frequent brand reputation does not in-
price fairness is 1.729, and customer satisfaction crease customer loyalty.These results support the
is 1.462. There is no multicollinearity between in- research of Fakhrudin, (2016 )that brand repu-
dependent variables in the regression model. tation has not a positive and significant effect on
customer loyalty.
Heteroscedasticity Test
Heteroscedasticity test results through Effect of Price Fairness Toward Customer
scatterplot graphs, the points spread randomly Loyalty
both above and below the number 0 and the Y The results showed that sales promotion
axis. Based on the results of the Glejser test all had a positive and significant effect on impulse
independent variables have a probability value buying. T value of 3.497 > 1.981 and sig value
sig. > 0.05. Variable brand personality is 0.086, of 0.001 <0.05. H5 stating that price fairness po-
brand reputation is 0.529 and price fairness sitive and significant impact on customer loyalty
is 0.404 and positive emotion is 0.058. There are be accepted. This means that the more frequent
no interdependent variables between each other price fairness that are given by Kukubima Ener-
and heteroscedasticity does not occur. gi, the more consumers will make customer loyal-
ty.These results support the research of Wijaya &
Hypothesis Test Nurcaya, (2017) that price fairness has a positive
and significant effect on customer loyalty.
Table 2. Variable regression results brand person-
ality, brand reputation, price fairness and custom- Effect of Customer Satisfaction Toward
er satisfaction to customer loyalty Customer Loyalty
The results showed that sales promotion
Model Beta T Sig. had a positive and significant effect on impulse
Constant -1.021 .310 buying. T value of 4.704 > 1.981 and sig value
of 0.000 <0.05. H7 stating that customer satis-
Brand Personality .223 2.757 .007 faction positive and significant impact on cus-
Brand Reputation .040 .610 .543 tomer loyalty be accepted. This means that the
Price Fairness .296 3497 .001 more frequent customer loyalty that are given
Customer satisfaction .366 4.704 .000 by Kukubima Energi, the more consumers will
Dependent variable customer loyalty
make customer loyalty. These results support the
research of Firmansyah & Prihandono, (2012)t
Effect of Brand Personality Toward hat customer saticfaction has a positive and signi-
Customer Satisfaction ficant effect on customer loyalty.
The results showed that brand personality
had a positive and significant effect on impul- Path Analysis
se buying. T value of 2.757 >1.981 and sig
value of 0.007 <0.05. H1 which states that Table 3. Model 1 R Square
brand personality has a positive and significant Model Summary
effect toward customer satisfaction be accepted. Model R R A d j u s t e d Std. Error
This means that the better implementing brand Square R Square of the Esti-
personality of Kukubima Energi, the greater mate
consumers opportunity to do customer loyalty. 1 .562a .316 .297 1.47999
This result is supported by previous research con- Predictors: (constant), Y1, X3, X2, X1

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Based on the data in Table 4 in mind that Based on Table 5 and Table 6 it can be seen
the value of R Square is 0,316. The R2 value can the regression equation as follows:
be used to calculate the value of e2 by the formula: Customer Loyalty = (0.223) X1 +
(0,040) X2 + (0,296) X3 + (0.366) Y1 + 0.675
..................... (2)
Every of the increase brand personality
Table 4 Table Model 1 The Effect of brand per- will not be followed by increase customer loyal-
sonality, brand reputation, and price fairness to- ty by 0.223 when other variables are assumed to
ward customer satisfaction. remain. Each of the increase brand reputation
will be an increase in customer loyalty amounted
Model beta T Sig. to 0,040 when other variables are assumed to re-
Constant 4.339 .000 main. Every occurrence of fairness price hike will
brand personality .275 2.894 .000 be an increase in customer loyalty 0.366 when
brand reputation -.061 -.753 .453 other variables are assumed to remain. Each an
increase in customer satisfaction will be followed
Price fairness .370 3.807 .000
Dependent variables: Y1 customer satisfaction
by increase customer loyalty by 0.366 when other
variables are assumed to remain.
Based on Tables 3 and 4 it can be seen the Based on the calculation of the regression
regression equation as follows: equation, it can be concluded regression research
Customer satisfaction = (0.275) X1 + (-0.061) X2 as follows:
+ (0.370) + 0.827 X3 ......................... . (1) Customer satisfaction = (0.275) X1 +
Every increase brand personality will be (-0.061) X2 + (0.370) + 0.827 X3 .................(1)
followed by an increase of customer satisfaction Customer loyalty = (0.223) X1 + (0,040)
(0.275) when the other variables are assumed to X2+ (0,296) X3 + (0.366) Y1 + 0.675 ......... (2)
remain. Each of the increase will be followed by
increase in the brand's reputation for customer Effect of Brand Personality Toward
satisfaction (-0.061) when the other variables are Customer Loyalty Through Customer
assumed to remain. Then, any increase in price Satisfaction
will increase the fairness of (0.370) when the ot- The the direct effect of brand personality on
her variables are assumed to remain. customer loyalty (B1) is 0.223. The indirect effect
of brand personality to customer loyalty through
Table 5. Model 1 R Square a customer satisfaction is calculated by multip-
lying coefficient lines brand personality (B2) with
Model Summary a path coefficient customer satisfaction (B7),
Mod- R R Adjusted Std. Error of namely (0.275) x (0.366) = 0.101. The total effect
el Square R Square the Estimate of the path coefficient is by adding up the direct
effect and indirect effect of the variable, brand
1 .738a .544 .527 1.34560
personality namely B1 + (B2xB7) = 0.223 + (0.275)
Predictors: (constant), Y1, X3, X2, X1
x (0.366) = 0.324.
Based on data in Table 6 is known that the The results of the total effect indirect
value of R Square is 0.527. The R2 value can be coefficient of variables brand personality on
used to calculate the value of e2 by the formula: customer loyalty through customer satisfaction is
equal to 0.324. While the path coefficient of the
direct influence of brand personality on customer
loyalty is 0.223. This means that the total effect
Table 6. The Effect of brand personality, brand of the indirect path coefficient > the effect of the
reputation, and price fairness toward customer direct path coefficient. Then H2 which states
satisfaction. brand personality a positive and significant ef-
fect on customer loyalty through customer
Model beta T Sig. satisfaction is received. That means custo-
Constant -1,021 .310 mer satisfaction is able to mediate the effect of
brand personality .223 2,757 .007 brand personality with customer loyalty.
brand reputation .040 .610 .543 This result is supported by Sanjaya et al.
(2016) research that brand personality has a po-
Price fairness .296 3, 497 .001
sitive and significant effect on customer loyalty
Kepuasan Pelanggan .366 4, 704 .000
Dependent variables: Y2 customer loyalty
through customer satisfaction.

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Effect of Brand Reputation Toward Based on the discussion above, the full mo-
Customer Loyalty Through Customer del path analysis figure is as follows:
Satisfaction
The direct effect of brand reputation on
customer loyalty (B3) is 0.040. The indirect
effect of brand reputation on customer loyalty
through customer satisfaction is calculated by
multiplying the path coefficient of brand repu-
tation (B4) by the path coefficient customer sa-
tisfaction (B7), namely (-0.061) x (0.366) =-0.022.
The total influence of the path coefficient is to
add up the direct effect and indirect effect of the
variable, brand reputation namely B3 + (B4xB7) =
0.040 + (-0.061) x (0.366) = 0.018.
The results showed that brand reputation
influences customer loyalty through customer
loyalty. The results of this study are proven by
the total effect of the indirect path coef-
ficient 0.018 < 0,040 the effect of the direct
path coefficient 0.040. Then H4 indicates brand
reputation effect on the customer loyalty through
customer satisfaction received. This means that
customer satisfaction has not influence of brand
reputation on customer loyalty.
The results of this study are supported by Figure 1. Full model path analysis
Kurniawan, (2017) research that brand reputation
has not a positive and significant effect on custo- CONCLUSION AND RECOMMENDATION
mer loyalty through customer satisfaction. Based on the results of research and dis-
cussion of the conclusions of this study are:
Effect of Price Fairness Toward Customer Brand personality significant positive effect
Loyalty Through Customer Satisfaction on customer loyalty. It shows that the brand perso-
The direct influence of price fairness on nality into consideration the customers to remain
customer loyalty (B5) is 0.296. The indirect ef- loyal to the product. So the higher / ride brand
fect of price fairness on customer loyalty through personality, it can increase customer loyalty.
positive emotion is calculated by multiplying the Brand personality significant positive effect
path coefficient of price fairness (B6) with the on customer loyalty through customer satisfacti-
path coefficient customer satisfaction (B7), name- on. Customer satisfaction is able to mediate bet-
ly (0.370) x (0.366)= 0.135. The total influence ween the brand personality influence on customer
of the path coefficient is to add up the direct loyalty. The stronger and better energy Kukubima
effect and indirect effect of thevariable, shopping brand personality will influence customer satis-
lifestyle namely B5 + (B6xB7) = 0.296+ (0.370) faction getting better, then customer satisfaction
x (0.366)= 0.431. will affect customer loyalty.
The results showed that price fair- The better brand reputation has not signi-
ness influences impulse buying through custo- ficant positive effect on customer loyalty Kukubi-
mer satisfaction. The results of this study are ma Energy. It is caused by several factors: custo-
evidenced by the total effect of the indirect path mers do not consider the reputation of the brand
coefficient 0.431 > the effect of the direct path and are not concerned with the company's brand
coefficient 0.296. So that H6 stating price fairness popularity and they only pay attention to the qua-
influence on customer loyalty through customer lity of the product, so that it meets their needs
satisfaction received. This means that customer brand reputation significant positive effect on
satisfaction is able to mediate the influence of customer loyalty through customer satisfaction.
price fairness on customer loyalty. Customer satisfaction successfully mediate
This result is supported by Ariastuti and brand reputation on customer loyalty. Thus, the
Untoro (2017) research that price fairness has a better brand reputation, the better customer satis-
positive and significant effect on customer loyalty faction, so that customer satisfaction will increase
through customer satisfaction. customer loyalty become better.

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