International Journal of Social Science and Business

Volume 8, Number 1, 2024, pp. 169-181

P-ISSN: 2614-6533 E-ISSN: 2549-6409
Open Access: https://doi.org/10.23887/ijssb.v8i1.56488

Analysis Customer Satisfaction and its Implications for

Customer Loyalty and Purchase Intention for Cinepolis
Cinemas Tickets
Rosita Manawari Girsang1*, Darwin Lie2, Fedianty Augustinah3, Acai Sudirman4
1 Management Study Program, Universitas Simalungun, Sumatera Utara, Indonesia
2 Management Doctoral Study Program, Universitas Prima Indonesia, Sumatera Utara, Indonesia
3 Faculty of Business Administration, Universitas Dr. Soetomo Surabaya, Surabaya, Indonesia
4 Management Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Sumatera Utara, Indonesia

ARTICLE INFO ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas E-service,
Article history:
Received October 02, 2023
persepsi harga, citra merek, dan nilai yang dirasakan terhadap kepuasan
Revised October 04, 2023 pelanggan, serta implikasinya terhadap loyalitas pelanggan dan niat beli tiket
Accepted February 16, 2024 Cinepolis Cinemas. Penelitian ini menggunakan pendekatan kuantitatif
Available online February 25, 2024 dengan melibatkan 120 responden sebagai sampel. Metode penentuan sampel
menggunakan pendekatan non-probability sampling dengan menggunakan
Kata Kunci:
Kualitas E-Service, Kepuasan formula purposive sampling. Hasil penelitian menunjukkan bahwa persepsi
Pelanggan, Loyalitas Pelanggan, harga, citra merek, dan nilai yang dirasakan secara positif dan signifikan
Niat Beli memengaruhi kepuasan pelanggan. Selain itu, kepuasan pelanggan juga
berpengaruh positif dan signifikan terhadap loyalitas pelanggan dan niat beli.
Keywords:
E-Service Quality, Customer Meskipun demikian, kualitas E-service memiliki efek positif namun tidak
Satisfaction, Customer Loyalty, signifikan terhadap kepuasan pelanggan. Oleh karena itu, disimpulkan bahwa
Purchase Intention untuk menjaga kepuasan pelanggan terhadap tiket Cinepolis Cinemas,
perusahaan perlu meningkatkan aspek kualitas E-service terutama dalam hal
kelengkapan fitur pembayaran online dan keamanan data bagi pengguna
layanan online. Penelitian ini memberikan wawasan yang berharga bagi
perusahaan dalam meningkatkan kepuasan pelanggan, loyalitas pelanggan,
dan niat beli melalui peningkatan persepsi harga, citra merek, nilai yang
This is an open access article under the CC BY-SA
license. dirasakan, dan kualitas E-service. Implikasi dari temuan ini dapat membantu
Copyright © 2024 by Author. Published by perusahaan dalam mengembangkan strategi pemasaran yang lebih efektif
Universitas Pendidikan Ganesha. dan meningkatkan pengalaman pelanggan secara keseluruhan.

ABSTRACT
This study aims to analyze the effect of E-service quality, price perception, brand image, and perceived value
on customer satisfaction, as well as its implications for customer loyalty and ticket purchase intention of
Cinepolis Cinemas. This study used a quantitative approach involving 120 respondents as a sample. The
sampling method uses a non-probability sampling approach using a purposive sampling formula. The
results showed that price perception, brand image, and perceived value positively and significantly affect
customer satisfaction. In addition, customer satisfaction also has a positive and significant effect on
customer loyalty and purchase intent. Nevertheless, the quality of E-service has a positive but not significant
effect on customer satisfaction. Therefore, it is concluded that to maintain customer satisfaction with
Cinepolis Cinemas tickets, companies need to improve the quality aspects of E-service, especially in terms
of completeness of online payment features and data security for online service users. This research
provides valuable insights for companies in improving customer satisfaction, customer loyalty, and
purchase intent through improving price perception, brand image, perceived value, and E-service quality.
The implications of these findings could help companies develop more effective marketing strategies and
improve the overall customer experience.

1. INTRODUCTION
Customer behavior in the form of customer participation has been linked in the literature relating
to customer service quality and customer satisfaction (Fotiadis, 2019; Zhang & He, 2014). Technological
developments have changed the interaction in marketing communications from face-to-face to screen to

*Corresponding author.
E-mail: [email protected] (Rosita Manawari Girsang)
International Journal of Social Science and Business, Vol. 8, No. 1, 2024, pp. 169-181 170

face (Ginantra et al., 2020; Kietzmann & Pitt, 2020). This has increased interest in online shopping for
internet users worldwide, especially in Indonesia. The map of increasingly competitive business
competition is marked by the changing preferences and behavior of customers as well as the rapid
development of information technology (Har Lee et al., 2011; Rezeki et al., 2021). Companies or
organizations focus on business development and sustainability by consistently paying attention to and
responding to customer satisfaction (Lie et al., 2023; Sinaga et al., 2020). The consistency of the company
can be seen from the efforts of producers who try to meet the needs and desires of consumers by offering
various types of products so that the implications of this can encourage companies to place their orientation
on customer satisfaction as their main goal (Richard et al., 2017; A. Sudirman et al., 2021). One type of
company that needs to improve its consistency with customers is a company engaged in the service sector,
namely cinemas. After the pandemic, the growth in the number of viewers is currently a small increase. This
is because service providers must fully control and improve the many factors influencing audiences to buy
tickets at cinemas, especially Cinepolis Cinemas (Vo et al., 2019; Widati, 2022).
Information technology and telecommunications development have also made the market
dynamic, requiring business people to constantly improvise and innovate to retain their customers (Ayo et
al., 2016; Le, 2020). The current ticket marketing system for Cinepolis Cinemas has gone through the
internet. This is more commonly heard with the term E-service quality. E-Service Quality is designed as an
extension of the ability of a site to facilitate shopping, purchasing, and distribution of tickets effectively and
efficiently (Kundu & Datta, 2018; Vo et al., 2019). E-service quality can be defined as the degree to which a
website facilitates the efficient and effective shopping, purchasing, and delivery of products and services.
As stated in the definition above, what is meant by good service is comprehensive, which includes aspects
of pre and post-website services (Demir et al., 2020; Noori, 2022). Previous research propose that aspects
of good service apart from serviceability, accessibility, security, privacy and efficiency are very important
factors in online purchases (Kundu & Datta, 2018; Raza et al., 2020). As mentioned in the literature above,
good service characteristics are partially represented in the electronic service quality scale. Research result
which stated that examines online buying behavior, conveys that E-service quality significantly affects
customer satisfaction (Kaya et al., 2019; Sheu & Chang, 2022).
Price interpretation is often interpreted as the amount of money individuals spend to obtain a
product or service (Zhong & Moon, 2020; Sudirman et al., 2021). Generally, price is the value customers
provide in exchange for the benefits of using a product or service (Kaura et al., 2013; Kotler & Keller, 2016).
Each price charged by the company will generate a different level of demand and will have a different effect
on the marketing objectives (Kaura et al., 2013; Kotler & Keller, 2016). On the other hand, prices play an
important role in producing customer satisfaction because customers always evaluate the value of their
purchases with the price. Research results concluded that price perception is one of the strong stimulants
to shape customer satisfaction when shopping using the internet (Goularte & Zilber, 2018; Lolo, 2020). This
was later reaffirmed by similar research which stated that emotional attachment to price perceptions
attached to a product can trigger and shape customer satisfaction (Erjavec et al., 2016; Ouyang et al., 2019).
If the customer assesses the price offered is not following the quality obtained, then this will cause a
decrease in purchasing power, and vice versa if the price offered is following the quality obtained, then this
will form stronger customer satisfaction. Perceived price has a significant relationship with customer
satisfaction, thus proving that this variable is an important predictor of customer satisfaction (Ali, Amin, &
Ryu, 2016; Halim et al., 2021).
Brand image refers to consumer knowledge and evaluation of a brand. In other words, the brand
image refers to consumer feelings about a company or product based on subjective and emotional
phenomena (Chao et al., 2015; Vimla & Taneja, 2020). Therefore, brand image is a very important factor in
the brand development of a product. Businesses with a favorable image will get a better market position.
Therefore, for companies measuring brand image is one of the urgent things to identify the company's
opportunities in the market. Therefore, a reputable brand image allows customers to differentiate brand
needs, differentiate the company from others, and increase customer satisfaction with the product brand
(Mohammed & Rashid, 2018; Thanabordeekij & Syers, 2020). Previous research results explained that
brand image is a representation of brand perception, brand image is related to attitudes, beliefs, and
preferences towards a brand because consumers will prefer or make purchases of brand images that have
a positive image of the chosen brand and will allow them to make purchases online sustainable
(Nurhandayani et al., 2019; Vierdwiyani & Syafarudin, 2020). Brand image is an important stimulant for
forming customer perceptions of a product, so the implications of a strong brand will encourage increased
satisfaction.
The desirability of a product, its quality, how well it meets customer expectations, and its price to
other similar products are important factors in perceived value. Perceived value is a process in which a
company determines a product price by considering the company's brand and how much customers are

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International Journal of Social Science and Business, Vol. 8, No. 1, 2024, pp. 169-181 171

willing to pay for the product (Cuong, 2020; Samudro et al., 2020). This strategy is a marketing strategy that
is often used because customers usually need to pay attention to the amount of capital issued by the
company. They tend to care more about the value they will get. Customers quickly give their opinion of a
product or service based on their satisfaction and cost (Lanin & Hermanto, 2019; Uzir et al., 2020).
Marketers will pay attention to the customer's perceived value by trying to make their product that has a
better value when the customer uses it (Afwa et al., 2021; Dovaliene et al., 2015). In certain cases, customers
give their perception or opinion about a product or service based on its price, not its attributes and quality
(Jalil et al., 2016; Kurniawan et al., 2020). Various factors drive perceived value for different customers, and
it is the job of marketing professionals to find ways to increase the perceived value of their products. Similar
research results stated that customer satisfaction could be formed because they get more value for the
products they buy (El-Adly, 2019; Slack et al., 2020). Good perceived value will form a high level of customer
satisfaction, leading to customers buying the product on an ongoing basis (Setiawan & Patricia, 2022;
Sutiksno et al., 2020).
Consumer satisfaction describes the response or feeling that arises when there is a comparison
process between the expected desires and the reality received. Satisfaction is a picture of consumer feelings
for the use of a product or service which has implications for evaluating and responding to the actual
performance of a product (Abd Wahab et al., 2016; A. Sudirman, Sherly, S., et al., 2020). In marketing
activities, practitioners and academics believe that customers can assess service performance compared to
expectations before buying or consuming a product. Equivalence will lead to compatibility and vice versa,
disparities will cause incompatibility. Therefore, efforts are needed to satisfy consumer needs oriented
toward benefits for the consumer and the company to create a sustainable relationship between the two
parties (Lie et al., 2019; Susanti et al., 2022). Changes in the environment and technology have implications
for patterns of consumer behavior that are not permanent a choice, and the implications can be felt when
customers have varying levels of loyalty. Customer loyalty has an important role in a company, retaining
them means improving financial performance and maintaining the company's survival, this is the main
reason for a company to attract and retain them (Kristianto & Wahyudi, 2019; A. Sudirman, Sherly, S., et al.,
2020). Efforts to get loyal customers can only be made in stages, but through several stages, from finding
potential customers to getting partners (A. Sudirman, Efendi, et al., 2020; Thakur, 2014). Efforts to get loyal
customers cannot be done all at once, but through several stages, from finding potential customers to getting
partners (Mohd Thas Thaker et al., 2019; Sinaga et al., 2020). Research results maintaining them means
improving financial performance and maintaining the viability of the company, this is the main reason for a
company to attract and retain them. Efforts to get loyal customers can only be done in stages, but through
several stages, from finding potential customers to getting partners. Previous research result, which
examines online purchasing behavior, conveys that customer satisfaction significantly affects customer
loyalty (Abadi et al., 2020; Tazkani & Halimatussakdiah, 2019).
The main objective of this research is to analyze the influence of E-service quality, perceived price,
brand image, and perceived value on customer satisfaction, as well as the implications for customer loyalty
and intention to purchase Cinepolis Cinemas tickets. Thus, it is hoped that this research can make a
significant contribution to the understanding of the factors that influence customer satisfaction and
customer loyalty in the context of online cinema ticket purchases. It is hoped that the implications of this
research can help companies develop more effective strategies to increase customer satisfaction,
strengthen customer loyalty, and increase customer purchase intentions in an increasingly competitive
digital market era.

2. METHODS
This type of research is carried out using a quantitative approach, namely research using research
instruments and quantitative data analysis to test predetermined hypotheses (Sugiyono, 2013). The
location of this research was conducted in the city of Pematang Siantar, North Sumatra. To determine the
sample size used, a non-probability sampling method. The sampling technique is oriented towards a
purposive sampling approach, so the number of samples that will be used in this study is 120 people. The
characteristics of the research sample included purchasing Cinepolis Cinemas tickets more than once and
making purchases online through an application. Next, the researcher tested the hypothesis using a variant-
based Structural Equation Modeling (SEM) called Partial Least Square (PLS) and the SmartPLS version 3.0
application as a tool to analyze it. Measurement of exogenous and endogenous variables uses previous
references that are relevant to the research topic and research variables already presented in Table 1.

Rosita Manawari Girsang / Analysis Customer Satisfaction and its Implications for Customer Loyalty and Purchase Intention for
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International Journal of Social Science and Business, Vol. 8, No. 1, 2024, pp. 169-181 172

Table 1. Operational Definition of Research Variables

Variable code Items Reference
E-Service ES1 System Availability (Kundu & Datta, 2018; Zehir
Quality ES2 Efficiency et al., 2014)
ES3 Fulfillment
ES4 Privacy
ES5 Security
Price PP1 Price compared to expectations (Erjavec et al., 2016; Ouyang
Perception PP2 Price compared to other companies et al., 2019)
PP3 Price compared to quality
Brand Image BI1 Good reputation of cinema cinepolis (Vimla & Taneja, 2020; Yuan
BI2 Excellent facilities of cinema cinepolis et al., 2020)
Comfortable environment of cinema
BI3
cinepolis
BI4 Trust in the cinema cinepolis
BI5 Proper attitude of cinema cinepolis
Perceived PV1 emotional values (Slack et al., 2020; Tran & Le,
Value PV2 Social values 2020)
PV3 Functional value (price/value for money)
PV4 Functional values (performance/quality)
Customer CS1 Satisfaction with cinema cinepolis (Samudro et al., 2020; Vimla
Satisfaction CS2 Satisfaction towards utilities & Taneja, 2020)
CS3 Expected satisfaction toward future revisit
Customer CL1 Purchase (Gorondutse & Hilman, 2014;
Loyalty CL2 Attitude Shahid Iqbal et al., 2018)
CL3 Cognition
Purchase PI1 Attention (Chandra & Wirapraja, 2020;
Intentions PI2 Interest Dash et al., 2021)
PI3 Desire
PI4 Action

3. RESULTS AND DISCUSSIONS

Results
Table 2. Descriptions of Research Respondents
Categories Details amount Percentages
Gender Men 48 40%
Woman 72 60%
Age 20-29 years 34 28%
30-39 years 46 38%
40-49 years 22 18%
50-59 years 18 15%
Level of Education high school 16 13%
D1 to D3 24 20%
Bachelors 60 50%
Masters 20 17%
Income Level (in Rupiah) < IDR 1,000,000 12 10%
IDR 1.000.000-IDR 2.000.000 38 32%
IDR 2.000.000-IDR 5.000.000 55 46%
> IDR 5.000.000 15 12%

Based on Table 2, it is known that the characteristics of the male research respondents were 40%
and females 60%. For the age category, most respondents have an age range of 30-39 years (38.34%), and
the dominant level of education is Bachelor's (50%). The highest level of income (in rupiah) is in the range
of IDR 2. 000.000-Rp 5.000.000 (45.83%).
Outer Model Measurement

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In measuring the outer model, validity and reliability tests were conducted. The loading factor and
AVE determine a convergent validity testing with the condition that the loading factor is above 0.7 and the
AVE value is 0.5 (Hair, 2014). The model reliability test, is seen from the value of Cronbach's alpha and
composite reliability (CR), which has a value higher than 0.7. The following will show an explanation of the
measurement of the outer model, which is presented in Table 3.

Table 3. Outer Model Measurement Results

Constructs/Items Outer Loadings Cronbach's alpha CR AVE
E-Service Quality 0.962 0.971 0.869
ES1 0.954
ES2 0.886
ES3 0.899
ES4 0.957
ES5 0.962
Price Perception 0.780 0.728 0.694
PP1 0.795
PP2 0.875
PP3 0.828
Brand Image 0.888 0.918 0.693
BI1 0.890
BI2 0.856
BI3 0.847
BI4 0.775
BI5 0.790
Perceived Value 0.918 0.942 0.803
PV1 0.912
PV2 0.862
PV3 0.885
PV4 0.924
Customer Satisfaction 0.897 0.936 0.830
CS1 0.858
CS2 0.920
CS3 0.952
Customer Loyalty 0.840 0.903 0.757
CL1 0.878
CL2 0.883
CL3 0.850
Purchase Intentions 0.880 0.918 0.738
PI1 0.924
PI2 0.806
PI3 0.934
PI4 0.761

In the validity test, it was obtained that the value of each loading factor on the indicators of the
variables of emotional intelligence, spiritual intelligence, job satisfaction, and teacher performance was
above 0.7 and above 0.5 for the average variance extracted ( AVE) value. Furthermore, for Cronbach's alpha
value and composite reliability, the value for each variable was above 0.7, which showed that all research
variables had good reliability values. With these good values, it can be used as an overview that the
condition of the relationship between variables was also good so that further tests can be carried out.
Inner Model Measurement. Inner model measurement was carried out by bootstrapping research data
using SmartPLS 3.2.9. There were two results obtained from bootstrapping, the first was the significance of
the two related variables, and also the R-square of the study. The value of the R-square is the value that
shows the ability of exogenous variables to build endogenous variables. There are three categories of R-
square values, in which if the R-square value is 0.19, the relationship between exogenous variables forming
endogenous variables is weak, if it is 0.33, it means that the relationship is moderate, and if the value is is
0.67, it means that the relationship is strong (Ghozali, 2014).

Rosita Manawari Girsang / Analysis Customer Satisfaction and its Implications for Customer Loyalty and Purchase Intention for
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International Journal of Social Science and Business, Vol. 8, No. 1, 2024, pp. 169-181 174

Table 4. Calculation Results of the R-Square Value

Notes R Square R Square Adjusted
Customer Satisfaction 0.627 0.614
Customer Loyalty 0.410 0.405
Purchase Intentions 0.353 0.347

Judging from the R-square value for the endogenous variable customer satisfaction, a value of 0.627
is obtained, this indicates that overall the ability of exogenous variables to explain customer satisfaction is
strong. Then for the endogenous variables, customer loyalty and purchase intention obtained values of
0.410 and 0.353 whose values ranged from 0.33-0.67, this shows that overall the ability of the exogenous
variables to explain the variables of customer loyalty and purchase intention is moderate. Furthermore, to
prove the hypothesis, a significance test was carried out to determine the relationship between the
exogenous variables and the endogenous variables. The significant criterion is seen from the p-value. With
a significance level of 5%, if the p-value between the exogenous and endogenous variables is less than 0.05,
it means that the exogenous variable has a significant effect on the endogenous variable, conversely, if the
value is greater than 0.05, it means that the exogenous variable has no significant effect on constructing the
endogenous variable. In the following, the results of the hypothesis test are presented, which are explained
in Figure 1, and Table 5.

Figure 1. Hypothesis Testing Results

Table 5. Hypothesis Test Results

Path Between Variables Coefficient t-count P-Value Conclusion
E-Service Quality >>Customer Satisfaction 0.086 1.000 0.318 Rejected
Price Perception >>Customer Satisfaction 0.451 7.623 0.000 Accepted
Brand Image>>Customer Satisfaction 0.274 4.015 0.000 Accepted
Perceived Value>>Customer Satisfaction 0.166 2.122 0.034 Accepted
Customer Satisfaction>>Customer Loyalty 0.641 10.444 0.000 Accepted
Customer Satisfaction>>Purchase Intentions 0.594 9.709 0.000 Accepted

Based on the results of the processed data presented in Table 5, it is known that from the six
hypotheses compiled one hypothesis was rejected and the other five hypotheses were accepted. To test the
hypothesis that was rejected, namely the effect of E-service quality on customer satisfaction as evidenced
by the acquisition of a p-value of 0.318 above 0.05. Then for the accepted hypothesis, namely the effect of
price perception, brand image, and perceived value on customer satisfaction and the effect of customer
satisfaction on customer loyalty and purchase intention as evidenced by the acquisition of a p-value of 0.000
below 0.05.

Discussion
The first hypothesis test (H1) results show that E-service quality has a positive but insignificant
effect on customer satisfaction. System availability, one of the indicators for measuring E-service quality,
still needs to be considered stronger and perform optimally. The weakness that is often experienced by

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customers when ordering Cinepolis tickets online is the inability to monitor the expected quality following
the perceived important weight and level of performance of the different purchasing criteria of each
customer followed by no effort to dig up information from the market that should be done by cinepolis app.
This condition is supported by some customer experiences when online ordering and paying for Cinepolis
tickets facing obstacles. The obstacle in question is the need for more availability of the ticket payment
feature in the Cinepolis application, which still provides payment features by credit card and OVO.
Furthermore, failures that often occur when making payments with OVO make it difficult for customers to
change ticket payment methods with other payment features (Boon-Itt, 2015; Shahid Iqbal et al., 2018). On
the other hand, employees' responses to customer needs and requests when experiencing payment
problems, including further grouping of special requests and acknowledged customer errors, still need to
be optimally handled. This condition illustrates that the employee's response to service delivery system
failures is still weak (Zehir et al., 2014; Zehir & Narcıkara, 2016).
The second hypothesis test (H2) results show that price perception positively and significantly
affects customer satisfaction. The perception of ticket prices following the application and customer
expectations will certainly impact customer satisfaction. In addition, the price offered by Cinepolis is
directly proportional to the quality of the films shown and the ticket prices compared to other cinema ticket
prices, which are still more economical. In running a business, determining prices or being the final
determinant is important in business trips. Price itself is not necessarily just a number however, price is the
most powerful way to communicate a product to potential buyers (Maczuga et al., 2014; Mansour &
Barandas, 2017). A higher price usually means the buyer will expect the product to be purchased for better
quality. However, if a product that is supposed to be expensive is lowered in value, the prospective buyer
will usually have high suspicions about its quality (Ali, Amin, & Cobanoglu, 2016; Ali, Amin, & Ryu, 2016).
This has been felt by some customers of the Cinepolis application who think that the price offered has met
their expectations. Thus, offering prices that match their expectations will affect the level of satisfaction
using the cinepolis application.
The third hypothesis test (H3) results show that brand image positively and significantly affects
customer satisfaction. Brand personality brings human psychology to be immersed in a brand, such as
imaginative, happy, and resilient (Khoo, 2020; Srivastava & Sharma, 2013). This must be reflected in the
brand identity or message the cinepolis application communicates through its promotional channels. A
brand will have a strong image if the brand personality matches the customer's personality. In other words,
the customer impression is the same as what the cinepolis app wants to create. This similarity ultimately
creates a bond between brands and customers. Brand image is very important for the successful marketing
and sales of products and a source of competitive advantage (Nawi et al., 2019; Shafaei, 2017). If the
cinepolis app has a strong positive brand image, customers will be loyal to its various product lines. They
are willing to buy without hesitation. A successful and proven brand image creates customer satisfaction
and customer loyalty. Price increases tend not to affect customer interest in Cinepolis application products.
A strong brand image and a quality reputation make it easy for the cinepolis application to attract new
customers. Cinepolis application efforts to attract new customers may be lighter. Customers are often happy
to recommend it to their friends or family members.
The fourth hypothesis test (H4) results show that perceived value positively and significantly
affects customer satisfaction. The process of how an individual, group, and organization selects, buys, uses,
and utilizes goods, services, ideas, or experiences to satisfy their needs and desires is a factor of study and
research in marketing. The customer behavior model can be seen in how customers make purchasing
decisions (Dam & Dam, 2021; Tran & Le, 2020). Behavior-seeking product diversity is where customers buy
different products based on customer desires for new products (Fauzi & Tantra, 2023; Viejo-Fernández et
al., 2020). There is low customer engagement but the most important brand consideration for cinepolis
application products. In this behavior aims to find variations in the use of the product. If the perceived value
obtained is high, many customers are satisfied with the products offered by the Cinepolis application.
Conversely, if the perceived value is low, the customer is not satisfied with the product offered by the
Cinepolis application. By managing the perceived value above, it will provide great benefits for cinepolis
applications, especially to create customer satisfaction, loyalty and loyalty, impact on the development of
customer market share,
The fifth hypothesis test (H5) results show that customer satisfaction positively and significantly
affects customer loyalty. Satisfaction is a state in which a person's needs and expectations are met. A product
is considered satisfactory if the product can meet the needs or desires expected by the customer. If a
customer is dissatisfied with a product, be it in the form of goods or services provided, the product is certain
to be a failed product. It can also be said that the more Cinepolis application products can satisfy customers,
the more effective these products will be and the implications will increase customer loyalty. Cinepolis
applications that develop customer-oriented marketing programs should strive to gain important customer

Rosita Manawari Girsang / Analysis Customer Satisfaction and its Implications for Customer Loyalty and Purchase Intention for
Cinepolis Cinemas Tickets
International Journal of Social Science and Business, Vol. 8, No. 1, 2024, pp. 169-181 176

insights, focusing on various aspects of consumer buying behavior. The consistency of the cinepolis
application can be seen from the cinepolis application business which tries to meet the needs and desires
of customers by offering various types of products so that the implications of this can encourage companies
to place their orientation on customer satisfaction as their main goal (Park & Tran, 2018; Satriadi et al.,
2022). Customer satisfaction is measured by how much customer expectations about products and services
match the expectations of the actual performance of a product or service. This factor is the urgency for
customers to encourage repurchasing behavior of a product or service by focusing on various aspects of
consumer buying behavior (Alyahya et al., 2023; Xu et al., 2017).
The sixth hypothesis test (H6) results show that customer satisfaction positively and significantly
affects purchase intention. The formation of the concept of satisfaction is currently experiencing dynamic
changes that are oriented towards changes in the information environment. These changes have formed a
new paradigm of changing customer expectations followed by increased customer experience. Low product
performance is likely to provide an alternative evaluation for customers to look for similar replacement
products from competitors so that it has implications for a decrease in the level of sales of goods or services
offered by the cinepolis application and the subsequent consequence is a decrease in the profit of the
cinepolis application. A big role in determining whether a product is good or bad depends on the confidence
level and customer expectations (H. J. Chen, 2018; L. Y. Chen, 2013). Initiatives from satisfaction are believed
to form a new cognitive for customers regarding the performance of a product. The implications of this are
interpreted as the customer's resilience to make purchases repeatedly. In other words, in addition to
cognitive understanding regarding the disconfirmation of expectations, the feelings that arise in the post-
purchase process affect feelings of satisfaction or dissatisfaction with the product purchased. This factor is
the urgency for consumers to encourage repurchasing behavior of a product or service (W. C. Chen et al.,
2019; Li et al., 2014).
The implications of these findings indicate that E-service quality, perceived price, brand image,
perceived value, customer satisfaction, customer loyalty, and purchase intention are interrelated and have
an impact on the overall customer experience in using the Cinepolis application. By understanding these
factors, the Cinepolis app can improve marketing strategies, customer service and user experience to create
a more satisfying environment and build stronger relationships with customers. However, there are several
limitations in this research, such as sample limitations and data collection methods, which need to be
considered in future research. Therefore, it is recommended to conduct further research with a larger
sample and use more diverse data collection methods to gain a more comprehensive understanding of the
factors that influence customer satisfaction and customer loyalty in the context of the Cinepolis application.

4. CONCLUSION
The results of data analysis confirmed that five hypotheses were declared accepted and one
hypothesis was declared rejected. The results of data analysis concluded that price perception, brand image
and perceived value have a positive and significant effect on customer satisfaction. These results prove that
price perceptions and brand image play an important role in shaping consumer behavior, especially those
related to customer satisfaction. If the ticket price offered is following customer expectations and the brand
image purchased is following customer needs, then this will form a strong customer satisfaction. The results
of further research also confirm that customer satisfaction has a positive and significant effect on customer
loyalty and purchase intention. This happens because satisfied customers tend to be loyal to the products
they buy quickly, so the implication is that consumer behavior in determining purchases can be made easily.
A big role in determining whether a product is good or bad depends on satisfaction and customer
expectations. Initiatives from satisfaction are believed to form new cognitions for consumers regarding the
performance of a product.

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Rosita Manawari Girsang / Analysis Customer Satisfaction and its Implications for Customer Loyalty and Purchase Intention for
Cinepolis Cinemas Tickets