The Effect of Service Quality on Customer Satisfaction Mediated by Brand Image and Customer Experience of Indibiz in Palu City
DOI:
https://doi.org/10.35129/simak.v23i01.627Keywords:
Brand Image Customer, Customer Experience, Customer Satisfaction, Service QualityAbstract
This study aims to analyze the influence of service quality on customer satisfaction mediated by brand image and customer experience of Indibiz n Palu City. This research employs a quantitative method. The population of the study consists of Indibiz customers at PT Telkom Witel Sulbagteng in Palu City, with a sample size of 105 respondents. Data collection was conducted using a Google Forms questionnaire, and the sampling technique applied was purposive sampling. The data analysis technique used in this study is Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SMARTPLS software. The results indicate that the brand image variable does not significantly affect customer satisfaction, while service quality has a significant impact on customer satisfaction, and customer experience also has a significant impact on customer satisfaction. The quality of service mediated by brand image does not have a significant effect on customer satisfaction. The quality of service mediated by customer experience has a significant effect on customer satisfaction.
Downloads
Download data is not yet available.
References
Adam, R. P., Suardi, & Lahay, M. (2023). Pricing Strategy and Marketing Distribution Channels on Customer Satisfaction and Purchasing Decision for Green Products. Uncertain Supply Chain Management, 11(4), 1467–1476. https://doi.org/10.5267/j.uscm.2023.7.022
Adda, H. W., Natsir, S., & Rossanty, N. P. E. (2019). Employee Perceptions Towards Organizational Change and Leadership in the Banking Industry. Banks and Bank Systems, 14(3), 113–120. https://doi.org/10.21511/bbs.14(3).2019.10
Afwan, M. T., & Santosa, S. B. (2019). Analisis Pengaruh Kualitas Produk, Persepsi Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Citra Merek sebagai Variabel Intervening (Studi pada Konsumen Mebel Madina di Kota Banjarnegara). Diponegoro Journal of Management, 8(1), 1–10. http://ejournal-s1.undip.ac.id/index.php/dbr
Agussalim, M., & Ali, H. (2017). Model Kepuasan Pelanggan: Analisis Kualitas Produk dan Kualitas Layanan terhadap Citra Merek pada Giant Citra Raya Jakarta. Jurnal Manajemen, 21(3), 317. https://doi.org/10.24912/jm.v21i3.254
Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., Aziz, H. M., Sabir, B. Y., Sorguli, S., & Anwar, G. (2021). Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business and Management (IJEBM), 5(3), 2456–8678.
Amoako, G. K., Doe, J. K., & Neequaye, E. K. (2023). Online Innovation and Repurchase Intentions in Hotels: The Mediating Effect of Customer Experience. International Hospitality Review, 37(1), 28–47. https://doi.org/10.1108/ihr-02-2021-0008
Andriyani, D. R. (2024). The Influence of Service Quality on Consumer Satisfaction and Purchase Intention at The Legendary Restaurants in Malang. Habitat, 35(1), 8–18. https://doi.org/10.21776/ub.habitat.2024.035.1.2
Anggriana, R., Qomariah, N., & Santoso, B. (2017). Pengaruh Harga, Promosi, Kualitas Layanan Terhadap Kepuasan Pelanggan Jasa Ojek Online “Om-Jek†Jember. Jurnal Sains Manajemen dan Bisnis Indonesia, 7(2), 137–156.
Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). The Digital Marketing to Influence Customer Satisfaction Mediated by Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
Batari, A., Bima, M. J., & Rahman, Z. (2018). Pengaruh Kualitas Pelayanan dan Citra Merek terhadap Kepuasan Konsumen Mobil Ford. SEIKO: Jurnal of Management and Business, 2(1), 1–10. https://journal.stieamkop.ac.id/index.php/seiko
Erlianti, D. (2019). Kualitas Pelayanan Publik Kata Kunci. Jurnal Administrasi Publik & Bisnis, 1(1), 9–18. http://ejournal.stia-lk-dumai.ac.id/index.php/japabis
Fattah, V., Bachri, S., Sutomo, M., Farid, F., & Farid, E. S. (2024). Banking on Belief: Investigating the Influence of Religiosity on Sharia Banking Adoption. Jurnal Aplikasi Manajemen, 22(2), 364–379. https://doi.org/10.21776/ub.jam.2024.022.02.06
Ferdinand, A. T., & Wahyuningsih, W. (2018). Salespeople’s Innovativeness: A Driver of Sales Performance. Management and Marketing, 13(2), 966–984. https://doi.org/10.2478/mmcks-2018-0016
Furqan, A. C., Karim, F., Yuniar, L. S., Gunarsa, A., & Erwinsyah. (2023). The Effects of Information and Communication Technology on Village Development Performance. International Journal of Data and Network Science, 7(4), 1941–1948. https://doi.org/10.5267/j.ijdns.2023.6.018
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan terhadap Loyalitas Pelanggan melalui Kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171-180. https://doi.org/10.30596/maneggio.v3i2.5290
Hendra, T. (2017). Pengaruh Nilai, Kualitas Pelayanan, Pengalaman Pelanggan Terhadap Kepuasan dan Loyalitas Pelanggan. Jurnal Bisnis dan Manajemen, 4(2), 129–141. https://doi.org/10.26905/jbm.v4i2.1694
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76–89. https://doi.org/10.29244/jcs.4.2.76-89
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis. Journal of the Academy of Marketing Science, 32(3), 251–270. https://doi.org/10.1177/0092070304264262
Keiningham, T., Ball, J., Benoit, S., Bruce, H. L., Buoye, A., Dzenkovska, J., Nasr, L., Ou, Y.-C., & Zaki, M. (2017). The Interplay of Customer Experience and Commitment. Journal of Services Marketing, 31(2), 148–160.
Mihardjo, L. W. W., Sasmoko, Alamsjah, F., & Elidjen. (2019). Impact of Green IS, Service Innovation and Customer Experience in Influencing Customer Satisfaction and Environmental Performance. International Journal of Energy Economics and Policy, 9(6), 379–385. https://doi.org/10.32479/ijeep.8371
Muzakir, Bachri, S., Adam, R. P., & Wahyuningsih. (2021). The Analysis of Forming Dimensions of E-Service Quality for Online Travel Services. International Journal of Data and Network Science, 5(3), 239–244. https://doi.org/10.5267/j.ijdns.2021.6.010
Nasermoadeli, A., Ling, K. C., & Maghnati, F. (2013). Evaluating the Impacts of Customer Experience on Purchase Intention. International Journal of Business and Management, 8(6). https://doi.org/10.5539/ijbm.v8n6p128
Nurfatimah, D., Asngadi, A., Miru, S., & Syamsuddin, S. (2024). Pengendalian Proses Produksi untuk Meningkatkan Kualitas Produk pada Usaha Out Of The Box di Kota Palu. Jurnal Ekonomi dan Pembangunan Indonesia, 2(1), 200-206. https://doi.org/10.61132/jepi.v2i1.363
Pasaribu, F., Bulan, T. R. N., Muzakir, & Pratama, K. (2021). Impact of Strategic Leadership and Organizational Innovation on the Strategic Management: Mediational Role of IT Capability. Polish Journal of Management Studies, 24(2), 354–369. https://doi.org/10.17512/pjms.2021.24.2.22
Paturusi, A. F., & Rahmawati, R. (2019). Pengaruh Nilai Pelanggan dan Pengalaman Pelanggan terhadap Kepuasan Pelanggan KFC Cabang Samarinda. Jurnal Ilmu Manajemen, 4(7), 2781–2789. https://journal.feb.unmul.ac.id/index.php/JIMM/article/view/1156
Parasuraman, Z. Berry. 2020. The Behaviorial Consequenses of Service Quality. Jurnal of Marketing, 60.
Panjaitan, H. (2012). Analisis Citra melalui Sistem Teknologi Informasi dan Kualitas Layanan Perguruan Tinggi.
Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand Destination Loyalty: The Antecedents of Destination Brand Experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320992
Rohmawati, E., & Prastiwi, E. H. (2024). Pengaruh Persepsi Harga, Kualitas Produk Dan Pengalaman Pelanggan Terhadap Kepuasan Pelanggan Nasi Boran Di Kabupaten Lamongan. Musytari: Neraca Manajemen, 4(1). https://ejournal.warunayama.org/index.php/musytarineraca/article/view/2259
Rombe, E., Zahara, Z., Santi, I. N., & Rahadhini, M. D. (2021). Exploring E-mobile Banking Implementation Barriers on Indonesian Millennial Generation Consumers. International Journal of Data and Network Science, 5(4), 579–586. https://doi.org/10.5267/j.ijdns.2021.8.010
Rusmahafi, F. A., & Wulandari, R. (2020). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Saidin, Z. H., Rahman, W. A. W. A., & Hamid, R. A. (2020). How the Unique Industry-Specific Measures of Service Quality and Brand Image Can Develop Customer Loyalty in Automotive After-Sales Service. International Journal of Academic Research in Business and Social Sciences, 10(11). https://doi.org/10.6007/ijarbss/v10-i11/8039
Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian, Edisi 6 Buku 1.
Septian, M. R., & Harsoyo, T. D. (2023). The Effect of Experiential Marketing, Customer Perceived Value and Brand Image on Customer Satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1613–1620. https://doi.org/10.37641/jimkes.v11i3.2378
Suparman, S., Muzakir, M., Wahyuningsih, W., Tope, P., & Ponirin, P. (2023). Promoting Tourism Governance and Supply Chain Management in the Competitiveness of Tourism Sector. Uncertain Supply Chain Management, 11(3), 1247–1256. https://doi.org/10.5267/j.uscm.2023.3.023
Syamsuddin, S., Marsudi, S., Hasanuddin, B., Umar, A., & Suprayitno, D. (2024). Adapting to Digital Transformation: Challenges and Strategies for Traditional Businesses. Global International Journal of Innovative Research, 2(3), 704–711. https://doi.org/10.59613/global.v2i3.121
Wahyuningsih, A., & Nurdin, D. (2010). The Effect of Costumer Satisfaction on Behavioral Intntions. Jurnal Manajemen Bisnis, 3(1), 1–16.
Wahyuningsih, Roostika, R., & Hendri Yeni, Y. (2022). An Examination of Customer Satisfaction Toward Online Food Shopping During Covid-19 Pandemic. Jurnal Aplikasi Manajemen, 20(2). https://doi.org/10.21776/ub.jam.2022.020.02.02
Yuwanti, D., Sofriana Imaningsih, E., Wibowo, W., & Yuwono, I. (2023). Green Product Quality, Green Brand Image, E-Wom terhadap Green Customer Loyalty Trust Strategi Marketing. Jurnal Impresi Indonesia, 2(9), 871–883. https://doi.org/10.58344/jii.v2i9.3545
Zulfikar, T., Aprianti, I., & Rachmawati, E. (2022). Digital Marketing and Brand Image to Increase Consumer Purchase Interest. Jurnal Manajemen Industri dan Logistik, 6(1), 21–29. https://doi.org/10.30988/jmil.v6i1.976
Adda, H. W., Natsir, S., & Rossanty, N. P. E. (2019). Employee Perceptions Towards Organizational Change and Leadership in the Banking Industry. Banks and Bank Systems, 14(3), 113–120. https://doi.org/10.21511/bbs.14(3).2019.10
Afwan, M. T., & Santosa, S. B. (2019). Analisis Pengaruh Kualitas Produk, Persepsi Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Citra Merek sebagai Variabel Intervening (Studi pada Konsumen Mebel Madina di Kota Banjarnegara). Diponegoro Journal of Management, 8(1), 1–10. http://ejournal-s1.undip.ac.id/index.php/dbr
Agussalim, M., & Ali, H. (2017). Model Kepuasan Pelanggan: Analisis Kualitas Produk dan Kualitas Layanan terhadap Citra Merek pada Giant Citra Raya Jakarta. Jurnal Manajemen, 21(3), 317. https://doi.org/10.24912/jm.v21i3.254
Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., Aziz, H. M., Sabir, B. Y., Sorguli, S., & Anwar, G. (2021). Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business and Management (IJEBM), 5(3), 2456–8678.
Amoako, G. K., Doe, J. K., & Neequaye, E. K. (2023). Online Innovation and Repurchase Intentions in Hotels: The Mediating Effect of Customer Experience. International Hospitality Review, 37(1), 28–47. https://doi.org/10.1108/ihr-02-2021-0008
Andriyani, D. R. (2024). The Influence of Service Quality on Consumer Satisfaction and Purchase Intention at The Legendary Restaurants in Malang. Habitat, 35(1), 8–18. https://doi.org/10.21776/ub.habitat.2024.035.1.2
Anggriana, R., Qomariah, N., & Santoso, B. (2017). Pengaruh Harga, Promosi, Kualitas Layanan Terhadap Kepuasan Pelanggan Jasa Ojek Online “Om-Jek†Jember. Jurnal Sains Manajemen dan Bisnis Indonesia, 7(2), 137–156.
Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). The Digital Marketing to Influence Customer Satisfaction Mediated by Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
Batari, A., Bima, M. J., & Rahman, Z. (2018). Pengaruh Kualitas Pelayanan dan Citra Merek terhadap Kepuasan Konsumen Mobil Ford. SEIKO: Jurnal of Management and Business, 2(1), 1–10. https://journal.stieamkop.ac.id/index.php/seiko
Erlianti, D. (2019). Kualitas Pelayanan Publik Kata Kunci. Jurnal Administrasi Publik & Bisnis, 1(1), 9–18. http://ejournal.stia-lk-dumai.ac.id/index.php/japabis
Fattah, V., Bachri, S., Sutomo, M., Farid, F., & Farid, E. S. (2024). Banking on Belief: Investigating the Influence of Religiosity on Sharia Banking Adoption. Jurnal Aplikasi Manajemen, 22(2), 364–379. https://doi.org/10.21776/ub.jam.2024.022.02.06
Ferdinand, A. T., & Wahyuningsih, W. (2018). Salespeople’s Innovativeness: A Driver of Sales Performance. Management and Marketing, 13(2), 966–984. https://doi.org/10.2478/mmcks-2018-0016
Furqan, A. C., Karim, F., Yuniar, L. S., Gunarsa, A., & Erwinsyah. (2023). The Effects of Information and Communication Technology on Village Development Performance. International Journal of Data and Network Science, 7(4), 1941–1948. https://doi.org/10.5267/j.ijdns.2023.6.018
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan terhadap Loyalitas Pelanggan melalui Kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171-180. https://doi.org/10.30596/maneggio.v3i2.5290
Hendra, T. (2017). Pengaruh Nilai, Kualitas Pelayanan, Pengalaman Pelanggan Terhadap Kepuasan dan Loyalitas Pelanggan. Jurnal Bisnis dan Manajemen, 4(2), 129–141. https://doi.org/10.26905/jbm.v4i2.1694
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76–89. https://doi.org/10.29244/jcs.4.2.76-89
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis. Journal of the Academy of Marketing Science, 32(3), 251–270. https://doi.org/10.1177/0092070304264262
Keiningham, T., Ball, J., Benoit, S., Bruce, H. L., Buoye, A., Dzenkovska, J., Nasr, L., Ou, Y.-C., & Zaki, M. (2017). The Interplay of Customer Experience and Commitment. Journal of Services Marketing, 31(2), 148–160.
Mihardjo, L. W. W., Sasmoko, Alamsjah, F., & Elidjen. (2019). Impact of Green IS, Service Innovation and Customer Experience in Influencing Customer Satisfaction and Environmental Performance. International Journal of Energy Economics and Policy, 9(6), 379–385. https://doi.org/10.32479/ijeep.8371
Muzakir, Bachri, S., Adam, R. P., & Wahyuningsih. (2021). The Analysis of Forming Dimensions of E-Service Quality for Online Travel Services. International Journal of Data and Network Science, 5(3), 239–244. https://doi.org/10.5267/j.ijdns.2021.6.010
Nasermoadeli, A., Ling, K. C., & Maghnati, F. (2013). Evaluating the Impacts of Customer Experience on Purchase Intention. International Journal of Business and Management, 8(6). https://doi.org/10.5539/ijbm.v8n6p128
Nurfatimah, D., Asngadi, A., Miru, S., & Syamsuddin, S. (2024). Pengendalian Proses Produksi untuk Meningkatkan Kualitas Produk pada Usaha Out Of The Box di Kota Palu. Jurnal Ekonomi dan Pembangunan Indonesia, 2(1), 200-206. https://doi.org/10.61132/jepi.v2i1.363
Pasaribu, F., Bulan, T. R. N., Muzakir, & Pratama, K. (2021). Impact of Strategic Leadership and Organizational Innovation on the Strategic Management: Mediational Role of IT Capability. Polish Journal of Management Studies, 24(2), 354–369. https://doi.org/10.17512/pjms.2021.24.2.22
Paturusi, A. F., & Rahmawati, R. (2019). Pengaruh Nilai Pelanggan dan Pengalaman Pelanggan terhadap Kepuasan Pelanggan KFC Cabang Samarinda. Jurnal Ilmu Manajemen, 4(7), 2781–2789. https://journal.feb.unmul.ac.id/index.php/JIMM/article/view/1156
Parasuraman, Z. Berry. 2020. The Behaviorial Consequenses of Service Quality. Jurnal of Marketing, 60.
Panjaitan, H. (2012). Analisis Citra melalui Sistem Teknologi Informasi dan Kualitas Layanan Perguruan Tinggi.
Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand Destination Loyalty: The Antecedents of Destination Brand Experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320992
Rohmawati, E., & Prastiwi, E. H. (2024). Pengaruh Persepsi Harga, Kualitas Produk Dan Pengalaman Pelanggan Terhadap Kepuasan Pelanggan Nasi Boran Di Kabupaten Lamongan. Musytari: Neraca Manajemen, 4(1). https://ejournal.warunayama.org/index.php/musytarineraca/article/view/2259
Rombe, E., Zahara, Z., Santi, I. N., & Rahadhini, M. D. (2021). Exploring E-mobile Banking Implementation Barriers on Indonesian Millennial Generation Consumers. International Journal of Data and Network Science, 5(4), 579–586. https://doi.org/10.5267/j.ijdns.2021.8.010
Rusmahafi, F. A., & Wulandari, R. (2020). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Saidin, Z. H., Rahman, W. A. W. A., & Hamid, R. A. (2020). How the Unique Industry-Specific Measures of Service Quality and Brand Image Can Develop Customer Loyalty in Automotive After-Sales Service. International Journal of Academic Research in Business and Social Sciences, 10(11). https://doi.org/10.6007/ijarbss/v10-i11/8039
Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian, Edisi 6 Buku 1.
Septian, M. R., & Harsoyo, T. D. (2023). The Effect of Experiential Marketing, Customer Perceived Value and Brand Image on Customer Satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1613–1620. https://doi.org/10.37641/jimkes.v11i3.2378
Suparman, S., Muzakir, M., Wahyuningsih, W., Tope, P., & Ponirin, P. (2023). Promoting Tourism Governance and Supply Chain Management in the Competitiveness of Tourism Sector. Uncertain Supply Chain Management, 11(3), 1247–1256. https://doi.org/10.5267/j.uscm.2023.3.023
Syamsuddin, S., Marsudi, S., Hasanuddin, B., Umar, A., & Suprayitno, D. (2024). Adapting to Digital Transformation: Challenges and Strategies for Traditional Businesses. Global International Journal of Innovative Research, 2(3), 704–711. https://doi.org/10.59613/global.v2i3.121
Wahyuningsih, A., & Nurdin, D. (2010). The Effect of Costumer Satisfaction on Behavioral Intntions. Jurnal Manajemen Bisnis, 3(1), 1–16.
Wahyuningsih, Roostika, R., & Hendri Yeni, Y. (2022). An Examination of Customer Satisfaction Toward Online Food Shopping During Covid-19 Pandemic. Jurnal Aplikasi Manajemen, 20(2). https://doi.org/10.21776/ub.jam.2022.020.02.02
Yuwanti, D., Sofriana Imaningsih, E., Wibowo, W., & Yuwono, I. (2023). Green Product Quality, Green Brand Image, E-Wom terhadap Green Customer Loyalty Trust Strategi Marketing. Jurnal Impresi Indonesia, 2(9), 871–883. https://doi.org/10.58344/jii.v2i9.3545
Zulfikar, T., Aprianti, I., & Rachmawati, E. (2022). Digital Marketing and Brand Image to Increase Consumer Purchase Interest. Jurnal Manajemen Industri dan Logistik, 6(1), 21–29. https://doi.org/10.30988/jmil.v6i1.976
Additional Files
Published
05/30/2025
Issue
Section
Management
How to Cite
The Effect of Service Quality on Customer Satisfaction Mediated by Brand Image and Customer Experience of Indibiz in Palu City. (2025). SIMAK, 23(01), 138-155. https://doi.org/10.35129/simak.v23i01.627
