The Influence of Brand Image and Service Quality on Customer Loyalty with Customer Satisfaction as a Mediation Variable

In the modern era, marketing has undergone significant developments. Maintaining a business in a competitive environment poses challenges for business owners. Intense competition often leads many to give up. However, by employing various strategies to foster consumer loyalty, businesses can thrive amidst fierce competition. This study aims to examine the influence of brand image and service quality on customer loyalty, with customer satisfaction as a mediating variable. Utilizing a quantitative research method with a descriptive approach, the study surveyed 150 consumers of Scarlett Whitening in Malang City using questionnaires distributed via Google Forms. Data were analyzed using SmartPLS software version 4.0. The findings indicate that brand image and customer satisfaction significantly impact customer loyalty of Scarlett Whitening consumers in Malang City. Conversely, service quality does not have a significant effect on customer loyalty. Customer satisfaction mediates the relationship between service quality and customer loyalty, but it does not mediate the relationship between brand image and customer loyalty.