Article Sidebar

Download
PDF
Statistic
Read Counter : 24 Download : 21

Main Article Content

Abstract

This study aims to examine the influence of brand image, price, and service quality on customer loyalty at Bakery UNKLAB, with customer satisfaction as a mediating variable. The research focuses on the Indonesian market context, employing a quantitative survey and collecting data from 216 Bakery UNKLAB customers. The data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to test the hypothesized relationships. The findings reveal that brand image, price, and service quality significantly contribute to customer satisfaction, which in turn strongly and positively affects customer loyalty. Customer satisfaction also serves as a crucial mediator linking these marketing factors to loyalty. These results offer valuable strategic insights for Bakery UNKLAB management in designing marketing policies that emphasize enhancing satisfaction to strengthen consumer loyalty in a competitive market.

Keywords

Brand Image Price Service Quality Customer Satisfaction Customer Loyalty

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

  1. Abin, David G., Deske W. Mandagi, and Lefrand S. Pasuhuk. "Influence of brand image on customer attitude, intention to purchase and satisfaction: The case of start-up brand Pomie Bakery." Enrichment: Journal of Management 12.5 (2022): 3907–3917.
  2. Andy & Elisa. (2022). Pricing and Its Influence on Bakery Business Profits at Klabat University. Journal of Marketing Management, 15(3), 45–56.
  3. Anwar, M., Hairul, N., & Abdul, K. (2019). Brand image, customer satisfaction, and customer loyalty in retail. International Journal of Business and Management, 14(6), 45–58.
  4. Astuti, K., Walean, R. H., & Mandagi, D. W. Determinants of customer satisfaction and purchase decisions on online flight ticket e-commerce platforms. COSTING: Journal of Economic, Business and Accounting, 8(5), 2663–2681.
  5. Hsieh, Y. C., Pan, S. L., & Setiono, R. (2018). Product-, corporate- and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 29(2), 184–199.
  6. Inaray, A. C. P., Soewignyo, F., Sumanti, E. R., & Mandagi, D. W. (2024). Exploring the nexus between service quality, patient satisfaction, and recommendation intentions in faith-based hospital settings. EKUITAS (Jurnal Ekonomi dan Keuangan), 8(3), 398-417.
  7. Kelejan, D. F., Walean, R. H., Soewignyo, T. I., & Mandagi, D. W. (2022). An exploratory analysis of determining factors influencing student satisfaction with postgraduate program services. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 369-384.
  8. Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson Education Limited.
  9. Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson.Monroe, K. B. (2003). Pricing: Making profitable decisions (3rd ed.). McGraw-Hill/Irwin.Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.2307/1252099
  10. Milović, B. (2018). The impact of brand image on customer loyalty: The mediating role of customer satisfaction. Economic Review – Journal of Economics and Business, 16(2), 161–176.Pandey, A., Sharma, D., & Malhotra, R. (2018). Managing brand equity through consumer brand engagement: A strategic perspective in digital era. Journal of Business Research, 93, 160–172.
  11. Sijabat, M. F., Siregar, N. A., & Sihombing, R. (2022). The role of brand image and customer engagement in customer loyalty: Evidence from food service industry. Journal of Marketing and Consumer Research, 69, 45-55.Aslan, S., & Gullupunar, M. M. (2016). Impact of brand image and trust on customer loyalty: A study on Turkish mobile phone users. Marketing and Branding Research, 3(1), 64-72.
  12. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Global ed.). Pearson Education.
  13. Lebo, T. C., & Mandagi, D. W. (2023). Integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.
  14. Leckie, C., Bingham, T., & Ellison, J. (2016). Brand image and customer loyalty: A review. Journal of Marketing Research, 53(4), 512–524.
  15. Lestari, D., & Prasetyo, H. (2023). The effect of service quality on customer loyalty through customer satisfaction. Journal of Business Development, 9(3), 78–85.
  16. Lintang, L. J., Lumangkun, D. A., & Mandagi, D. W. (2024). Savoring loyalty: How brand gestalt mediates the social media-brand loyalty relationship? COSTING: Journal of Economic, Business and Accounting, 7 (6), 1203–1222.
  17. Lumawir, F. L., Walean, R. H., & Mandagi, D. W. (2025). The interplay of engagement rate, e-wom, digital advertising and customer loyalty: mediating role of brand trust. COSTING: Journal of Economic, Business and Accounting, 8(5), 52-64
  18. Mandagi, D. W., Pasuhuk, L. S., & Kainde, S. J. (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(3), 161-175.
  19. Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215-236.
  20. Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities.
  21. Maramis, E. H. N., Walean, R. H., & Mandagi, D. W. (2025). Integrating social media marketing, brand gestalt and brand image of local coffee shops. COSTING: Journal of Economic, Bussines and Accounting, 8(5), 1321–1346.
  22. Marhareita, C., Kila, I. W., & Mandagi, D. W. (2022). Social media marketing and educational institution brand awareness, image, and attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 257-256.
  23. Monroe, K. B. (1990). Pricing: Making profitable decisions (2nd ed.). McGraw-Hill.
  24. Monroe, K. B. (2003). Pricing: Making Profitable Decisions (3rd ed.). McGraw-Hill/Irwin.
  25. Mustafa, A., & Sari, R. P. (2023). The influence of brand image on customer loyalty in the bakery business. Journal of Marketing Management, 7(1), 45–58.
  26. Nomleni, B. A., Walean, R. H., & Mandagi, D. W. (2026). The Mediating Role of Satisfaction in the Relationship Between Brand Image, Price, Service Quality, and Digital Marketing on Student Loyalty in Higher Education. Paradoks: Jurnal Ilmu Ekonomi, 9(1), 43-55.
  27. Nugroho, T., & Kurniawan, I. (2023). The role of customer satisfaction as a mediator in the relationship between price and customer loyalty. Journal of Consumer Management, 6(1), 15-28.
  28. Ole, H. C., Sakka, E. W., & Mandagi, D. W. (2025). Perceived Quality, Brand Trust, Image, and Loyalty as Key Drivers of Fast Food Brand Equity. Indonesian Journal of Islamic Economics and Finance, 5(1), 99-124.
  29. Oliver, R. L. (1999). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
  30. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
  31. Poluan, M. S., Pasuhuk, L. S., & Mandagi, D. W. (2022). The role of social media marketing in local government institution to enhance public atitude and satisfaction. Jurnal Ekonomi, 11(03), 1268-1279.
  32. Queenditya, S. C., Lovely, L. B., & Mandagi, D. W. (2024). Linking Social Media Marketing and Brand Loyalty: The Mediating Role of Brand Gestalt. Indonesian Journal of Islamic Economics and Finance, 4(1), 17-34.
  33. Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(6), 4.
  34. Rifandi, R. (2020). A study of the relationship between brand image and customer loyalty. Journal of Management and Business, 8(2), 101–110.
  35. Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
  36. Sahara, M., et al. (2023). Analysis of the quality control system in the bakery industry: A case study of UNKLAB Bakery. Journal of Food Technology, 12(2), 100–110.
  37. Salman, A., & Sukarni, F. (2024). The effect of service quality on customer satisfaction in the bakery business in Airmadidi City. Scientific Journal of Management, 18(1), 78–89.
  38. Santosa, B. (2019). The influence of brand image on customer loyalty in the bakery industry. Journal of Marketing Research, 5(1), 33–42.
  39. Supatman, E. R., Walean, R. H., & Mandagi, D. W. (2026). The Trust Paradox: A Dual-Pathway Analysis of Digital Marketing's Impacts on Consumer Loyalty and Consumer Decision. Paradoks: Jurnal Ilmu Ekonomi, 9(1), 67-79.
  40. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
  41. Tumober, N. C., Langelo, C. G., Rantung, D. I., & Mandagi, D. W. (2024). Brand harmony: Exploring how destination brand gestalt influences tourist attitudes, satisfaction, and loyalty. Jurnal Ekonomi, 13(02), 404-421.
  42. Ulwiyah, S. (2023). Strategies to maintain brand image in bakery businesses: A case study of UNKLAB Bakery. Journal of Marketing and Business, 7(1), 15–25.
  43. Walean, R. H. ., Rantung, N. M. ., & Mandagi, D. W. (2025). The Interplay of Social Media Marketing, Brand Trust, Customer Satisfaction, and Loyalty. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(4), 881–897. https://doi.org/10.35912/jakman.v6i4.4519
  44. Walean, R. H., Mumek, L. S., & Mandagi, D. W. (2025). Examining the mediating role of patient satisfaction in the relationship between service quality and loyalty in faith-based private hospitals. Management Studies and Entrepreneurship Journal, 6(3), 3261–327.
  45. Walean, R. H., Pongoh, H., & Mandagi, D. (2024). Integrating brand gestalt and customer loyalty in telecommunication sector: The mediating role of customer satisfaction. International Review of Management and Marketing, 14(6), 409.
  46. Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I see it, i want it, i buy it’: The role of social media marketing in shaping brand image and gen z’s intention to purchase local product. Society, 10(2), 351–369.
  47. Wijaya, F., & Hadi, S. (2021). The impact of brand image on customer loyalty in the food and beverage sector. Journal of Business and Management, 12(2), 120-130.
  48. Wulandari, F. (2022). The influence of brand image on customer loyalty with satisfaction as a mediating variable. Journal of Management and Marketing, 11(1), 50-62.
  49. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
  50. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.