KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PENGARUH  CUSTOMER EXPERIENCE, LABEL HALAL DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN PRODUK SKINCARE AVOSKIN

CUSTOMER SATISFACTION AS A MEDIATING IN THE EFFECT OF CUSTOMER EXPERIENCE, HALAL LABEL, AND BRAND IMAGE ON CUSTOMER LOYALTY FOR AVOSKIN SKINCARE PRODUCTS

Penelitian ini bertujuan untuk menganalisis pengaruh customer experience, label halal, brand image terhadap loyalitas pelanggan melalui kepuasan sebagai variabel mediasi pada produk skincare Avoskin. Metode penelitian menggunakan metode kuantitatif dengan sumber data primer yang didapatkan melalui penyebaran kuisioner secara online. Pengambilan sampel menggunakan teknik purposive sampling dengan jumlah keseluruhan 166 responden. Teknik yang digunakan dalam analisis data yaitu structural equation modeling – partial least square (sem-pls) pada software SmartPLS 3. Hasil penelitian didapatkan bahwa terdapat pengaruh signifikan pada customer experience, brand image, dan kepuasan terhadap loyalitas pelanggan produk skincare Avoskin di Kota Surabaya. Customer experience, dan brand image berpengaruh terhadap kepuasan pelanggan produk skincare Avoskin di Kota Surabaya. Kepuasan pelanggan memediasi pengaruh antara customer experience dan brand image terhadap loyalitas pelanggan produk skincare Avoskin di Kota Surabaya. Label halal tidak berpengaruh terhadap kepuasan dan loyalitas pelanggan produk skincare Avoskin di Kota Surabaya. Serta kepuasan tidak memediasi pengaruh label halal terhadap loyalitas pelanggan produk skincare Avoskin di Kota Surabaya.

This study aims to analyze the impact of customer experience, halal label, and brand image on customer loyalty through satisfaction as a mediating variable for Avoskin skincare products. The research method employed is a quantitative approach, with primary data sourced from an online questionnaire survey. Sampling was conducted using purposive sampling technique, with a total of 166 respondents. The data analysis technique used is Structural Equation Modeling - Partial Least Square (SEM-PLS) in SmartPLS 3 software. The results of the study indicate a significant effect of customer experience, brand image, and satisfaction on customer loyalty for Avoskin skincare products in Surabaya. Customer experience and brand image have an impact on customer satisfaction for Avoskin skincare products in Surabaya. Satisfaction mediates the effect of customer experience and brand image on customer loyalty for Avoskin skincare products in Surabaya. Halal label does not affect customer satisfaction and loyalty for Avoskin skincare products in Surabaya. Furthermore, satisfaction does not mediate the effect of halal label on customer loyalty for Avoskin skincare products in Surabaya.