The Effect of Service Quality and Brand Image on Customer Loyalty with Customer Satisfaction as Intervening Variable in Generation Z in the Purchase of Electronic Goods on Tokopedia

The purpose of this study is to analyze the effect of service quality and brand image on customer loyalty with customer satisfaction as an intervening variable among Generation Z in purchasing electronic goods on Tokopedia. This is a quantitative study. The unit of analysis in this study is individual Tokopedia app users in Indonesia. The population in this study is Generation Z Tokopedia app users who purchase electronic goods. The sample used in this study consists of 120 respondents. Data was obtained from respondents through a questionnaire distributed online via Google Forms. The questions provided are structured and closed-ended using a Likert scale. Data analysis uses SEM-PLS with SmartPLS software. The results of this study show that the better the service quality, the greater the satisfaction of Generation Z customers when shopping for electronic products on Tokopedia. The better the brand image, the greater the satisfaction of Generation Z customers when shopping for electronic products on Tokopedia. The better the service quality, the greater the loyalty of Generation Z customers when shopping for electronic products on Tokopedia. The better the brand image, the better the loyalty of Generation Z customers in shopping for electronic products on Tokopedia. The better the customer satisfaction, the better the loyalty of Generation Z customers in shopping for electronic products on Tokopedia. Customer satisfaction mediation plays a role in improving the relationship between service quality and customer loyalty. Customer satisfaction mediation plays a role in improving the relationship between brand image and customer loyalty