The Influence of Electronic Word of Mouth (E-WOM) and Brand Image on Consumer Loyalty with Consumer Satisfaction as a Mediating Variable on Samsung Smartphone Users in Banten Province

Authors

  • Daffa Muhammad Khadafi University Sultan Ageng Tirtayasa
  • Agus David Ramdansyah University Sultan Ageng Tirtayasa
  • Yanto Azie Setya University Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.56548/msr.v4i2.156

Keywords:

Electronic Word of Mouth, Brand Image, Consumer Satisfaction, Consumer Loyalty

Abstract

The purpose of this study was to examine the effect of electronic word of mouth (E-WOM) and brand image on consumer loyalty with consumer satisfaction as a mediating variable on Samsung smartphone users in Banten Province. Data analysis was conducted on 180 respondents using regression with smartPLS software version 4.1.1.2 which was used to test the seven hypotheses in this study. The results of this study indicate that: (1) electronic word of mouth (E-WOM) has a negative and insignificant effect on consumer loyalty. (2) brand image has a positive and significant effect on consumer loyalty. (3) electronic word of mouth (E-WOM) has a positive but insignificant effect on consumer satisfaction. (4) brand image has a positive and significant effect on consumer satisfaction. (5) consumer satisfaction has a positive and significant effect on consumer loyalty. (6) consumer satisfaction is unable to mediate the effect of electronic word of mouth (E-WOM) on consumer loyalty. (7) consumer satisfaction is able to partially mediate the effect of brand image on consumer loyalty

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Published

2025-05-31

How to Cite

Khadafi, D. M. ., Ramdansyah, A. D., & Setya, Y. A. (2025). The Influence of Electronic Word of Mouth (E-WOM) and Brand Image on Consumer Loyalty with Consumer Satisfaction as a Mediating Variable on Samsung Smartphone Users in Banten Province. Management Science Research Journal, 4(2), 46–58. https://doi.org/10.56548/msr.v4i2.156

Issue

Vol. 4 No. 2 (2025): May 2025

Section

Articles

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