Abstract
The purpose of this study is to determine the direct and indirect influence of brand personality, brand reputation and price fairness toward customer loyalty through customer satisfaction as an intervening variable. Customer satisfaction influence customers to make an loyal. The population in this research is customers Kukubima Energi. The total sample in this research is 115 respondents with purposive sampling technique through a likert scale. Methods of collecting data using questionnaires and documentation. Data analysis using classic assumption test and hypothesis test (t test and path analysis) with SPSS Statistics version 21 programs. 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 significant effect on customer loyalty, brand reputation does not has a positive and significant 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.
Highlights
The economic development that occurred in Indonesia at this time forcing market players to be good at making strategies in anticipation of increasingly fierce competition (Fatona, 2010), Every company from time to time are always trying to provide satisfaction to its customers, because it means maintain satisfy even improve the business of the company (Permana, 2013)
Customer satisfaction is key to gaining customer loyalty (Suwono & Sihombing, 2016)
The results showed that brand personality had a positive and significant effect on impulse buying
Summary
The economic development that occurred in Indonesia at this time forcing market players to be good at making strategies in anticipation of increasingly fierce competition (Fatona, 2010), Every company from time to time are always trying to provide satisfaction to its customers, because it means maintain satisfy even improve the business of the company (Permana, 2013). In the study conducted by Adinehfar et al (2016) stated that the brand personality positive and significant impact on customer loyalty through customer satisfaction. The reason for choosing customer satisfaction as mediating variables are supported by previous studies showing that brand personality, brand reputation and price fairness can affect customer loyalty through customer satisfaction (Gul, 2014; Adinehfar & Gayem, 2016; Solar & Nurcaya, 2017). Research conducted by Farhat and Khan (2011), the hypothesis as follows: H1: There is a significant positive effect on customer loyalty brand personality. Research shows that customer satisfaction has a direct influence on customer loyalty (Firmansyah and Prihandono 2018) the hypothesis as follows: H2: There was a significant positive effect of brand personality on customer loyalty through customer satisfaction. The hypothesis is as follows: H7: There is the influence of customer satisfaction on customer loyalty
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
