PENGARUH PERCEIVED VALUE DAN BRAND IMAGE MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI TERHADAP CUSTOMER LOYALTY PADA BRAND SOMETHINC

The beauty industry in Indonesia is experiencing rapid growth, along with increasing consumer awareness of the importance of self-care and quality cosmetic products. In an era of fierce competition, understanding the factors influencing customer loyalty has become increasingly crucial. This study aims to analyze the influence of Perceived Value and Brand Image on Customer Satisfaction and Customer Loyalty, with Customer Satisfaction as a mediating variable, for Somethinc products in Sukabumi Regency. The study population comprises Somethinc product customers in Sukabumi Regency, with a sample of 140 respondents collected using a purposive sampling technique. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The results show that both Perceived Value and Brand Image have a positive and significant influence on Customer Satisfaction. Furthermore, Perceived Value and Customer Satisfaction also have a positive and significant influence on Customer Loyalty. Brand Image was not found to have a direct significant influence on Customer Loyalty. However, Customer Satisfaction was proven to significantly mediate the influence of Perceived Value and Brand Image on Customer Loyalty. These findings indicate that Customer Satisfaction is a crucial bridge in forming customer loyalty. Managerial implications suggest Somethinc should prioritize enhancing Perceived Value and satisfying customer experiences to boost satisfaction and loyalty. Although Brand Image is important for satisfaction, loyalty primarily depends on satisfaction itself, especially in the Sukabumi Regency market.
Keywords: Perceived Value, Brand Image, Customer Satisfaction, Customer Loyalty, Somethinc.