Gunawan, Ivan, Supanto, Fajar ORCID: https://orcid.org/0000-0003-0054-7519 and Arifin, Syaiful ORCID: https://orcid.org/0000-0003-0111-8230 (2024) The Role of Brand Image as a Mediator of Product Quality and Customer Loyalty of Herbalife in Semarang. IRJEMS International Research Journal of Economics and Management Studies, 3 (6). pp. 292-298. ISSN 2583 – 5238

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Abstract

The study aims to examine the relationship between product quality and customer loyalty, as well as the potential
role of brand image as a mediating factor between the two. The research design uses a quantitative approach using primary and secondary data. The research sample was Herbalife members in Semarang which amounted to 157 respondents. The study aims to examine the relationship between product quality and customer loyalty, as well as the potential role of brand image as a mediating factor between the two. However, the brand image war is not optimal because when viewed from Herbalife products are products that are already known by the public as health products, and customers are potential customers who make transactions every month to purchase Herbalife products.

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