Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

THE INFLUENCE OF PERCEIVED VALUE, BRAND TRUST, AND SERVICESCAPE ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION AT MAWAR SHARRON RESTAURANT MANADO

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  • Shelcea Madya Waani,
  • Maria V. J. Tielung,
  • Ferdinand J. Tumewu
Shelcea Madya Waani
Department of Management, Faculty of Economics and Business, Sam Ratulangi University
Maria V. J. Tielung
Department of Management, Faculty of Economics and Business, Sam Ratulangi University
Ferdinand J. Tumewu
Department of Management, Faculty of Economics and Business, Sam Ratulangi University
DOI: https://doi.cibangsa.org/DOI-2026-19

Published 2026-08-27

Keywords

  • Perceived Value,
  • Brand Trust,
  • Servicescape,
  • Customer Satisfaction,
  • Customer Loyalty,
  • PLS-SEM.
    • ...More
    Less

How to Cite

THE INFLUENCE OF PERCEIVED VALUE, BRAND TRUST, AND SERVICESCAPE ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION AT MAWAR SHARRON RESTAURANT MANADO. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.cibangsa.org/DOI-2026-19

Abstract

This study aims to examine the influence of Perceived Value, Brand Trust, and Servicescape on Customer Loyalty, with Customer Satisfaction serving as a mediating variable, at Mawar Sharron Restaurant in Manado. This study employs a quantitative explanatory research design, involving 200 respondents selected using the purposive sampling method. Data were collected through a structured questionnaire and measured using a five-point Likert scale. The analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4. Direct effect test results demonstrate that Perceived Value, Brand Trust, and Servicescape have a positive and significant effect on Customer Satisfaction. Perceived Value and Servicescape are also proven to have a positive and significant direct effect on Customer Loyalty, whereas Brand Trust does not show a significant direct effect on Customer Loyalty. Furthermore, Customer Satisfaction is proven to have a positive and significant effect on Customer Loyalty, and acts as a partial mediator in the relationships between Perceived Value and Servicescape toward Customer Loyalty, and as a full mediator in the relationship between Brand Trust and Customer Loyalty.
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