International Journal of Business Marketing and Management (IJBMM) Volume 4 Issue 8 August 2019, P.P. 40-50 ISSN: 2456-4559 www.ijbmm.com
Effect of Service Quality, Brand Image and Product Quality On Customer Loyalty through Customer Satisfaction On Fast Food Restaurant Djumarno1, Martin Tanando2, Dudi Permana3 1
Lecturer, Mercubuana University, Indonesia Alumni, Mercubuana University, Indonesia 3 Lecturer, Mercubuana University, Indonesia 2
ABSTRACT: The purpose of this study is to find out how service quality, brand image, and product quality affect customer loyalty through customer satisfaction. This study is a census-based study, the object of research used in this study were 100 respondents. The research method used in this research is descriptive analysis, and data analysis techniques used are correlation analysis techniques and SEM (structural equation model). Correlation analysis technique to determine the relationship between independent variables on the dependent variable. The tool used to process and analyze data in this study is Smart PLS version 3.0. The results show that service quality, brand image, and product quality have a positive and significant effect on customer loyalty through customer satisfaction. KEYWORDS: service quality, brand image, product quality, customer loyalty, customer satisfaction
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INTRODUCTION
In this day and age, we often encounter the growth of the culinary business industry in the form of food in Indonesia, This has resulted in more and more variables that can affect the success of a business. Companies must strive to learn and understand the needs and desires of their customers because by understanding the needs, desires, and demands of customers, the company has important information in designing marketing strategies to increase customer satisfaction. Fast Food has been known by the public as an alternative food that can be eaten and can be consumed quickly and buy it very quickly to get it and easily. Fast food means consumers do not need to wait or require a long time to eat fast food because after placing an order, it can be consumed immediately because the process is very easy and fast. This concept is very necessary for the millennial era now because consumers need anything that is practical and does not take long. Consumer satisfaction or dissatisfaction is part of the consumer experience of a product or service offered, and based on the experience gained, consumers have a tendency to build certain values. The most important characteristic for most restaurant businesses is the brand positioning of the food itself to defeat competitors in the fast-food sector and always be the market leader, must maintain the brand and have strong brand equity. This research was conducted at a Kentucky Fried Chicken fast-food restaurant in Indonesia. This study analyzes customer-based brand equity in the company. The development of the restaurant business is also related to the behavior of consumers who like to eat outside the home, be it alone, with friends or family. According to the online newspaper article "Merdeka" which discusses a survey conducted by Ipsos Indonesia, it shows that the third-largest independent market research company that was founded in France, states that Indonesians are not too fond of cooking. Based on the problems described above, the following research questions can be formulated: 1. Does service quality affect customer satisfaction at KFC Alam Sutera? 2. Does brand image affect customer satisfaction at KFC Alam Sutera? 3. Does product quality affect KFC Alam Sutera customer satisfaction? 4. Does customer satisfaction affect customer loyalty at KFC Alam Sutera?
International Journal of Business Marketing and Management (IJBMM)
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