The mediating role of customer satisfaction in the relationship between product quality, brand image, and brand loyalty: A study of Eiger outdoor gear
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Abstract
This study examines how product quality and brand image influence consumer loyalty toward outdoor products, with consumer satisfaction serving as a mediating variable. The study is motivated by the rapid growth of the outdoor product market driven by healthy lifestyle trends, and it also responds to previous research findings that remain inconsistent within the context of the outdoor equipment industry. The research method employed a quantitative causal design using purposive sampling of 140 students who use Eiger products at Surabaya State University, Airlangga University, and the Institute of Technology 10 November, following prior validation and reliability testing of the instrument on 30 samples. The data was then analyzed using descriptive and inferential statistics in SmartPLS 4. The results indicate that product quality and brand image have a positive and significant influence on loyalty, with consumer satisfaction acting as a partial mediator. These findings clarify the mechanism by which loyalty does not form automatically without user satisfaction. This finding confirms that companies cannot rely solely on quality and brand image but must also generate genuine satisfaction as the key to achieving loyalty. Therefore, Eiger needs to align its brand reputation with actual performance in the field to meet the specific expectations of its critical student consumers
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How to Cite
Nabilluziyah, R. . and Saino, S. (2026) “The mediating role of customer satisfaction in the relationship between product quality, brand image, and brand loyalty: A study of Eiger outdoor gear ”, Jurnal Mantik, 10(1), pp. 199-208. doi: 10.35335/mantik.v10i1.7153.
References
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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
Wan Nawang, W. R., Che Murat, S., Anwar, I. F., & Hashim, N. H. (2024). Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty towards Telecommunications Service Providers in Malaysia: A PLS-SEM Approach. International Journal of Academic Research in Business and Social Sciences, 14(8). https://doi.org/10.6007/IJARBSS/v14-i8/22225
Win, C. C. M. T., Dodanwala, T. C., & Santoso, D. S. (2025). Synthesizing customer satisfaction and loyalty through contractors’ service quality and brand image. Engineering, Construction and Architectural Management, 32(11), 7887–7906. https://doi.org/10.1108/ECAM-06-2023-0633
Al Hasany, M. Q., Arifin, M. Z., Bisari, N. A., & Anam, C. (2024). Pengaruh Inovasi Produk, Citra Merek, Dan Kualitas Produk Terhadap Loyalitas Pelanggan Eiger Pada Mahasiswa. Juornal of Economics and Policy Studies, 5(1), 1–12. https://doi.org/10.21274/jeps.v5i1.9801
Asrilsyak, S. (2024). The Influence Of Customer Experience And Product Quality On Customer Satisfaction Through Buying Decisions For Eiger Outdoor Gear Products In Pekanbaru City. Journal of Applied Business Administration, 8(2), 324–339. https://doi.org/10.30871/jaba.v8i2.8406
Aulia, K. R., Prastyani, D., Meria, L., & Prasetyo, W. B. (2025). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Loyalitas Pelanggan DiMediasi Oleh Kepuasan Pelanggan. Jurnal Lentera Bisnis, 14(3), 3695–3712. https://doi.org/10.34127/jrlab.v14i3.1771
Bauer, R. A. (1960). Consumer Behavior as Risk Taking. In R. S. Hancock (Ed.), Dynamic Marketing for a Changing World, Proceedings of the 43rd Conference of the American Marketing Association (pp. 389–398). American Marketing Association.
Carrion, G. A. C., Nitzl, C., & Roldán, J. L. (2018). Mediation Analyses in Partial Least Squares Structural Equation Modeling. Guidelines and Empirical Examples.
Dirna, F. C., Rahayu, A. D., Fadwati, A. D., Halim, A., Hadiansyah, A., Ramadhanti, D., & Baskoro, S. E. (2025). Metode Penelitian Kuantitatif: Konsep dan Metode (F. A. Permadani, Ed.). Star Digital Publishing.
Ernest Grace, Rosita Manawari Girsang, Sudung Simatupang, Vivi Candra, & Novelyn Sidabutar. (2021). Product Quality And Customer Satisfaction And Their Effect On Consumer Loyalty. International Journal of Social Science, 1(2), 69–78. https://doi.org/10.53625/ijss.v1i2.138
Hair, Hult, Ringle, & Sarstedt. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Jurnal Bisnis dan Manajemen (Third Edition). SAGE Publications, Inc.
Hidayah, S. N., & Nugroho, R. H. (2023). Pengaruh Citra Merek, Harga, Kualitas Produk Terhadap Loyalitas Pelanggan Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Ilmiah Administrasi Bisnis Dan Inovasi, 7(1), 79–98. https://doi.org/10.25139/jiabi.v7i1.5811
Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan (Cetakan Pertama). Unitomo Press.
Insights, B. R. (2026). Outdoor Product Market Future Trends.
Iqbal, M. A., Parwoto, P., & Abidin, Z. (2024). The Mediating Role of Customer Satisfaction in the Relationship between Brand Image and Product Quality and Customer Loyalty. Jurnal Manajemen Bisnis, 11(2), 1894–1907. https://doi.org/10.33096/jmb.v11i2.828
Kosasih, O., Hidayat, K., Hutahayan, B., & Sunarti. (2024). Achieving Sustainable Customer Loyalty in the Petrochemical Industry: The Effect of Service Innovation, Product Quality, and Corporate Image with Customer Satisfaction as a Mediator. Sustainability, 16(16), 7111. https://doi.org/10.3390/su16167111
Kotler, P., Armstrong, G., Balasubramanian, S., & Agnihotri, P. Y. (2022). Principles Of Marketing (Nineteenth Edition). Pearson India Education Services Pvt. Ltd.
Lolemo, S. E., & Pandya, H. B. (2025). Customer e-satisfaction as a mediator between e-service quality, brand image, and e-loyalty: Insights from Ethiopian digital banking technology. Journal of Digital Economy, 4, 1–15. https://doi.org/10.1016/j.jdec.2025.05.005
Nurhayani, H., Fitriadi, B. W., & Pauzy, D. M. (2023). Pengaruh Kualitas Produk, Harga Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Rental Alat Camping (Survei Pada Pelanggan Astrajingga Adventure). EBISMAN?: EBisnis Manajemen, 1, 75–91.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on The Consumer. McGraw-Hill.
Sandrina, T. (2026). The Influence of Brand Image and Product Quality on Customer Loyalty of Kopi Kenangan and Fore Coffee in Indonesia. Eduvest - Journal of Universal Studies, 6(3), 3854–3867. https://doi.org/10.59188/eduvest.v6i3.52451
Santosa, A., Padmalia, M., & Sarwoko, E. (2026). Omnichannel Marketing Strategy and Product Quality Perception in Building Non-Pso Fuel Customer Loyalty with Customer Satisfaction as a Mediator. Eduvest - Journal of Universal Studies, 6(3), 3892–3903. https://doi.org/10.59188/eduvest.v6i3.52434
Sofiyuloh, B., Budiman, B., & Suhendi, S. (2025). Pengaruh Kualitas Produk Dan Desain Produk Terhadap Loyalitas Pelanggan Eiger Adventure Cimahi. EKOMA?: Jurnal Ekonomi, Manajemen, Akuntansi, 4(4), 6196–6204. https://doi.org/10.56799/ekoma.v4i4.7685
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
Wan Nawang, W. R., Che Murat, S., Anwar, I. F., & Hashim, N. H. (2024). Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty towards Telecommunications Service Providers in Malaysia: A PLS-SEM Approach. International Journal of Academic Research in Business and Social Sciences, 14(8). https://doi.org/10.6007/IJARBSS/v14-i8/22225
Win, C. C. M. T., Dodanwala, T. C., & Santoso, D. S. (2025). Synthesizing customer satisfaction and loyalty through contractors’ service quality and brand image. Engineering, Construction and Architectural Management, 32(11), 7887–7906. https://doi.org/10.1108/ECAM-06-2023-0633
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