The Influence of Brand Image and Service Quality on Purchasing Decisions through Loyalty
Abstract
This study aims to analyze the influence of brand image and awareness on purchasing decisions at Romeo Bouquet Atelier, using service quality as an intervening variable. The study used a quantitative approach. The population is consumers at Romeo Bouquet Atelier. A sample of 165 Romeo Bouquet Atelier consumers was taken using probability sampling using a questionnaire data collection method. The data processing technique used SEM PLS 3 statistical software. The results of the study indicate that brand image has a positive and significant direct effect on loyalty but is not significant on purchasing decisions. Service quality has a positive and significant effect on loyalty but is not significant on purchasing decisions. Loyalty has a positive and significant effect on purchasing decisions. Brand image and service quality have a positive and significant effect on purchasing decisions through loyalty as an intervening variable. This study is limited to Romeo Bouquet Atelier, which may restrict generalizability to other industries. The cross-sectional design captures data at one point in time, potentially overlooking behavioral changes. Additionally, the study focuses only on brand image, service quality, and loyalty, excluding other possible factors like pricing or promotions. Future research should explore a broader scope, include more variables, and consider longitudinal analysis. This study contributes to marketing and consumer behavior research by highlighting the role of brand image, service quality, and loyalty in purchasing decisions. It benefits business practitioners, especially in the luxury and floral industry, by emphasizing the importance of customer loyalty. Additionally, it serves as a reference for academics, researchers, and policymakers in developing effective brand and service strategies.References
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Azza Ilfana, A., & Trihudiyatmanto, M. (2022). Customer Satisfaction: In Relationship With Product Quality To Customer Loyality. Jurnal Akuntansi, Manajemen & Perbankan Syariah, 2(2).
Bukhari, F., Hussain, S., Ahmed, R. R., Mubasher, K. A., Naseem, M. R., Rizwanullah, M., Nasir, F., & Ahmed, F. (2023). Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan. Heliyon, 9(10), e20358. https://doi.org/10.1016/J.HELIYON.2023.E20358
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/JOITMC8030109
Ding, C., Zhang, R., & Wu, X. (2023). The impact of product diversity and distribution networks on consumption expansion. Journal of Business Research, 161, 113833. https://doi.org/10.1016/J.JBUSRES.2023.113833
Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/JOITMC8030163
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/J.RMAL.2022.100027
Haryanti, D. S., Hernawati, N., Prilyana, C., & Anggiani, S. (2024). The Influence of Service Quality and Promotion on Consumer Loyalty Through Customer Satisfaction as an Intervening Variable. Jurnal Bisnis Strategi, 33(1), 71–93.
Hossain, M. Z., & Kibria, H. (2024). Exploring the Evolution of Brand Loyalty in the Age of Social Media. Journal of Service Science and Management, 17(03), 219–247. https://doi.org/10.4236/jssm.2024.173011
Huss, E., Yosef, K. B., & Zaccai, M. (2017). The Meaning of Flowers: A Cultural and Perceptual Exploration of Ornamental Flowers. The Open Psychology Journal, 10(1), 140–153. https://doi.org/10.2174/1874350101710010140
Karani, L. M., Syah, T. Y. R., & Anindita, R. (2019). Influence Of Service Quality And Customer Satisfaction On Customer Loyalty In Restaurants Of The Tangerang Area. Russian Journal of Agricultural and Socio-Economic Sciences, 92(8), 142–147. https://doi.org/10.18551/rjoas.2019-08.15
Lim, W. M. (2024). What Is Quantitative Research? An Overview and Guidelines. Australasian Marketing Journal. https://doi.org/10.1177/14413582241264622
Madani, M. (2024). The Relationship between Service Quality, Customer Satisfaction, Customer Perceptions, and Brand Loyalty at Nestle Indonesia Official Store in Shopee. International Journal of Current Science Research and Review, 07(08). https://doi.org/10.47191/ijcsrr/V7-i8-12
Mansouri, H., Sadeghi Boroujerdi, S., & Md Husin, M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267–283. https://doi.org/10.1108/SJME-09-2021-0176
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65, 102842. https://doi.org/10.1016/J.JRETCONSER.2021.102842
Nazelina, M., Novitasari, D., Agung Ali Fikri, M., Asbari, M., & Tinggi Ilmu Ekonomi Insan Pembangunan, S. (2020). The Effect Of Brand Image, Price And Service Quality On Consumer Decisions Using Delivery Services. Journal Industrial Engineering & Management Research ( Jiemar), 1(3), 2722–8878. https://doi.org/10.7777/jiemar.v1i2
Pal Bariha, P. (2020). Customer Loyalty Program and Retention Relationship. In PSYCHOLOGY AND EDUCATION (Vol. 57, Issue 9). www.psychologyandeducation.net
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/J.HELIYON.2020.E04284
Quraysin, I., Pratiwi, I., Asfar, A. H., & Tukiran, M. (2022). Digital Marketing Strategy Through Social Media In Increasing The Sales Of The Flower Bucket Business In Serang. 2(3). https://doi.org/10.53067/ije3.v2i3
Rihayana, I. G., Putra Salain, P. P., Eka Rismawan, P. A., & Mega Antari, N. K. (2022). The Influence Of Brand Image, And Product Quality On Purchase Decision. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651–662. https://doi.org/10.1016/J.JBUSRES.2022.05.058
Santoso, M. H., Nugraha, J. P., Nawiyah, N., Zed, E. Z., & Tarigan, M. I. (2023). Influence of Brand Loyalty and Perceived Quality Analysis on Consumer Purchase Decisions. Quantitative Economics and Management Studies, 4(3), 464–473. https://doi.org/10.35877/454ri.qems1635
Setiono, B. A., & Hidayat, S. (2022). Influence of Service Quality with the Dimensions of Reliability, Responsiveness, Assurance, Empathy and Tangibles on Customer Satisfaction. International Journal of Economics, Business and Management Research, 06(09), 330–341. https://doi.org/10.51505/ijebmr.2022.6924
Shrestha, P. M. (2021). Impact of Service Quality on Customer Satisfaction and Loyalty. Management Dynamics, 24(2), 71–80. https://doi.org/10.3126/md.v24i2.50041
Singh, V., Sharma, M. P., & Jayapriya, K. (2023). Service Quality, Customer Satisfaction And Customer Loyalty: A Comprehensive Literature Review. https://doi.org/10.53555/sfs.v10i4S.2218
Sutriani, S., Muslim, M., & Ramli, A. H. (2024). The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037–1052. https://doi.org/10.37641/jimkes.v12i4.2605
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/J.HELIYON.2024.E36254
TUNÇ, T. (2022). THE IMPACT OF MARKETING INNOVATION ON CUSTOMER LOYALTY: THE MEDIATİNG ROLE OF BRAND IMAGE AND CUSTOMER SATISFACTION (A CASE STUDY IN CHEMICAL INDUSTRY). Academic Review of Humanities and Social Sciences, 5(2), 130–155. https://doi.org/10.54186/arhuss.1093211
Uzir, M. U. H., Jerin, I., Al Halbusi, H., Hamid, A. B. A., & Latiff, A. S. A. (2020). Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon, 6(12), e05710. https://doi.org/10.1016/J.HELIYON.2020.E05710
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/J.HELIYON.2023.E21617
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118
Azza Ilfana, A., & Trihudiyatmanto, M. (2022). Customer Satisfaction: In Relationship With Product Quality To Customer Loyality. Jurnal Akuntansi, Manajemen & Perbankan Syariah, 2(2).
Bukhari, F., Hussain, S., Ahmed, R. R., Mubasher, K. A., Naseem, M. R., Rizwanullah, M., Nasir, F., & Ahmed, F. (2023). Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan. Heliyon, 9(10), e20358. https://doi.org/10.1016/J.HELIYON.2023.E20358
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/JOITMC8030109
Ding, C., Zhang, R., & Wu, X. (2023). The impact of product diversity and distribution networks on consumption expansion. Journal of Business Research, 161, 113833. https://doi.org/10.1016/J.JBUSRES.2023.113833
Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/JOITMC8030163
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/J.RMAL.2022.100027
Haryanti, D. S., Hernawati, N., Prilyana, C., & Anggiani, S. (2024). The Influence of Service Quality and Promotion on Consumer Loyalty Through Customer Satisfaction as an Intervening Variable. Jurnal Bisnis Strategi, 33(1), 71–93.
Hossain, M. Z., & Kibria, H. (2024). Exploring the Evolution of Brand Loyalty in the Age of Social Media. Journal of Service Science and Management, 17(03), 219–247. https://doi.org/10.4236/jssm.2024.173011
Huss, E., Yosef, K. B., & Zaccai, M. (2017). The Meaning of Flowers: A Cultural and Perceptual Exploration of Ornamental Flowers. The Open Psychology Journal, 10(1), 140–153. https://doi.org/10.2174/1874350101710010140
Karani, L. M., Syah, T. Y. R., & Anindita, R. (2019). Influence Of Service Quality And Customer Satisfaction On Customer Loyalty In Restaurants Of The Tangerang Area. Russian Journal of Agricultural and Socio-Economic Sciences, 92(8), 142–147. https://doi.org/10.18551/rjoas.2019-08.15
Lim, W. M. (2024). What Is Quantitative Research? An Overview and Guidelines. Australasian Marketing Journal. https://doi.org/10.1177/14413582241264622
Madani, M. (2024). The Relationship between Service Quality, Customer Satisfaction, Customer Perceptions, and Brand Loyalty at Nestle Indonesia Official Store in Shopee. International Journal of Current Science Research and Review, 07(08). https://doi.org/10.47191/ijcsrr/V7-i8-12
Mansouri, H., Sadeghi Boroujerdi, S., & Md Husin, M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267–283. https://doi.org/10.1108/SJME-09-2021-0176
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65, 102842. https://doi.org/10.1016/J.JRETCONSER.2021.102842
Nazelina, M., Novitasari, D., Agung Ali Fikri, M., Asbari, M., & Tinggi Ilmu Ekonomi Insan Pembangunan, S. (2020). The Effect Of Brand Image, Price And Service Quality On Consumer Decisions Using Delivery Services. Journal Industrial Engineering & Management Research ( Jiemar), 1(3), 2722–8878. https://doi.org/10.7777/jiemar.v1i2
Pal Bariha, P. (2020). Customer Loyalty Program and Retention Relationship. In PSYCHOLOGY AND EDUCATION (Vol. 57, Issue 9). www.psychologyandeducation.net
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/J.HELIYON.2020.E04284
Quraysin, I., Pratiwi, I., Asfar, A. H., & Tukiran, M. (2022). Digital Marketing Strategy Through Social Media In Increasing The Sales Of The Flower Bucket Business In Serang. 2(3). https://doi.org/10.53067/ije3.v2i3
Rihayana, I. G., Putra Salain, P. P., Eka Rismawan, P. A., & Mega Antari, N. K. (2022). The Influence Of Brand Image, And Product Quality On Purchase Decision. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651–662. https://doi.org/10.1016/J.JBUSRES.2022.05.058
Santoso, M. H., Nugraha, J. P., Nawiyah, N., Zed, E. Z., & Tarigan, M. I. (2023). Influence of Brand Loyalty and Perceived Quality Analysis on Consumer Purchase Decisions. Quantitative Economics and Management Studies, 4(3), 464–473. https://doi.org/10.35877/454ri.qems1635
Setiono, B. A., & Hidayat, S. (2022). Influence of Service Quality with the Dimensions of Reliability, Responsiveness, Assurance, Empathy and Tangibles on Customer Satisfaction. International Journal of Economics, Business and Management Research, 06(09), 330–341. https://doi.org/10.51505/ijebmr.2022.6924
Shrestha, P. M. (2021). Impact of Service Quality on Customer Satisfaction and Loyalty. Management Dynamics, 24(2), 71–80. https://doi.org/10.3126/md.v24i2.50041
Singh, V., Sharma, M. P., & Jayapriya, K. (2023). Service Quality, Customer Satisfaction And Customer Loyalty: A Comprehensive Literature Review. https://doi.org/10.53555/sfs.v10i4S.2218
Sutriani, S., Muslim, M., & Ramli, A. H. (2024). The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037–1052. https://doi.org/10.37641/jimkes.v12i4.2605
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/J.HELIYON.2024.E36254
TUNÇ, T. (2022). THE IMPACT OF MARKETING INNOVATION ON CUSTOMER LOYALTY: THE MEDIATİNG ROLE OF BRAND IMAGE AND CUSTOMER SATISFACTION (A CASE STUDY IN CHEMICAL INDUSTRY). Academic Review of Humanities and Social Sciences, 5(2), 130–155. https://doi.org/10.54186/arhuss.1093211
Uzir, M. U. H., Jerin, I., Al Halbusi, H., Hamid, A. B. A., & Latiff, A. S. A. (2020). Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon, 6(12), e05710. https://doi.org/10.1016/J.HELIYON.2020.E05710
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/J.HELIYON.2023.E21617
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006
Published
2025-06-05
How to Cite
Muchtar, A. A., Khaddapi, M., & Tahier, I. (2025). The Influence of Brand Image and Service Quality on Purchasing Decisions through Loyalty. Kontigensi : Jurnal Ilmiah Manajemen, 13(1), 84-93. https://doi.org/10.56457/jimk.v13i1.760
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