Tujuan penelitian ini untuk mengetahui pengaruh customer value, perceived ease of use, dan brand image terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening pada pengguna we-tv di Kabupaten Kuningan. Jenis penelitian ini merupakan penelitian kuantitatif deskriptif. Populasi dalam penelitian ini adalah pengguna aplikasi WeTV di Kabupaten Kuningan. Sampel dalam penelitian ini sejumlah 170 responden. Teknik sampel menggunakan metode non-probability sampling. Analisis data dalam penelitian ini menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) yang dibantu dengan aplikasi SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: (1) Customer Value berpengaruh positif namun tidak signifikan terhadap Customer Satisfaction. (2) Perceived Ease Of Use berpengaruh negatif dan tidak signifikan terhadap Customer Satisfaction. (3) Brand Image berpengaruh positif dan signifikan terhadap Customer Satisfaction. (4) Customer Value berpengaruh positif dan signifikan terhadap Customer Loyalty. (5) Perceived Ease Of Use berpengaruh positif dan signifikan terhadap Customer Loyalty. (6) Brand Image berpengaruh positif dan signifikan terhadap Customer Loyalty. (7) Customer Satisfaction berpengaruh positif terhadap Customer Loyalty. (8) Customer Satisfaction tidak dapat memediasi pengaruh Customer Value terhadap Customer Loyalty secara signifikan. (9) Customer Satisfaction tidak dapat memediasi pengaruh Perceived Ease Of Use terhadap Customer Loyalty secara signifikan. (10) Customer Satisfaction tidak dapat memediasi pengaruh Brand Image terhadap Customer Loyalty secara signifikan.

Kata Kunci: Customer Value, Perceived Ease Of Use, Brand Image, Customer Loyalty, Customer Satisfaction.

This research aimed to determine the influence of customer value, perceived ease of use, and brand image on customer loyalty, with customer satisfaction serving as an intervening variable among WeTV users in Kuningan Regency. This type of research was a quantitative descriptive study. The population in this study consisted of WeTV application users in Kuningan Regency, with a total sample of 170 respondents. The sampling technique utilized a non-probability sampling method. Data analysis in this study employed the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, supported by the SmartPLS 4 application. The results of this study indicated that: (1) Customer Value had a positive but could not significantly effect on Customer Satisfaction. (2) Perceived Ease of Use had a negative and insignificant effect on Customer Satisfaction. (3) Brand Image had a positive and significant effect on Customer Satisfaction. (4) Customer Value had a positive and significant effect on Customer Loyalty. (5) Perceived Ease of Use had a positive and significant effect on Customer Loyalty. (6) Brand Image had a positive and significant effect on Customer Loyalty. (7) Customer Satisfaction had a positive effect on Customer Loyalty. (8) Customer Satisfaction could not significantly mediate the influence of Customer Value on Customer Loyalty. (9) Customer Satisfaction could not significantly mediate the influence of Perceived Ease of Use on Customer Loyalty. (10) Customer Satisfaction could not significantly mediate the influence of Brand Image on Customer Loyalty.
Keywords: Customer Value, Perceived Ease of Use, Brand Image, Customer Satisfaction, Customer Loyalty.