The Influence of IM3 Brand Image and Service Quality on Customer Loyalty through Customer Satisfaction Mediation in DKI Jakarta

This study examines the effects of IM3’s brand image and service quality on customer loyalty, with customer satisfaction serving as a mediating variable in DKI Jakarta. A quantitative associative approach was employed, and data were collected through questionnaires administered to 400 IM3 customers. The data were analyzed using covariance-based Structural Equation Modeling (SEM) with LISREL software.The results demonstrate that brand image and service quality have positive and significant effects on customer satisfaction. Both variables also positively and significantly influence customer loyalty. Moreover, customer satisfaction exerts a strong positive effect on customer loyalty and mediates the relationships between brand image, service quality, and customer loyalty. These findings indicate that enhancing IM3’s brand image and service quality contributes to higher customer satisfaction, which subsequently strengthens customer loyalty.