The Influence Of Brand Image On Customer Satisfaction And Customer Loyalty (Study In Padang Restaurant “Murah”)
Abstract
This study aims to examine the effect of brand image on customer loyalty through customer satisfaction. This study used quantitative methods and the technique used in sampling was non-probability sampling, accidental sampling. The data collection method uses a questionnaire with a Likert model scale that measures the independent variable (brand image), the dependent variable (customer loyalty), and the intervening variable (customer satisfaction). The sample used was 120 respondents, where the respondents were people who had visited the Padang Restaurant “Murah” in Malang City. The analysis tool used is path analysis using smartPLS. Based on the results of this study indicate that brand image has a significant direct effect on customer loyalty, besides that there is an indirect effect between brand image on customer loyalty through customer satisfaction. In the Sobel test, the results showed that brand image has a significant effect on customer loyalty through customer satisfaction. The implication of this research is that Padang Restaurants “Murah” must remain active in improving service quality and product quality in an effort to provide a consistent good impression for a good brand image so that customers can be satisfied which with this satisfaction will make customers loyal.
Full Text:
PDFReferences
Aulia, Maslikhatul dan Imam Hidayat. 2017. Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga Terhadap Kepuasan Konsumen Amanda Brownies. Sekolah Tinggi Ilmu Ekonomi Indonesia. Surabaya.
Bayu, Prawira dan Ni Nyoman Kerti Yasa. 2016. Pengaruh Kualitas Produk, Citra Merek dan Persepsi Harga Terhadap Minat Beli Produk Smartphone Samsung di Kota Denpasar. Jurnal Universitas Udayana, Bali.
Cheng, Chih Volvic C. & Jou, Chih C. 2017. The Role of Customer Participation For Enhancing Repurchase Intention. Journal of Management Decision, Vol. 55, No. 3. pp. 547-562.
Chou, Shih W. & Hsu, Chia S. 2015. Understanding Online Repurchase Intention: Social Exchange Theory And Shopping Habit. Journal of Management, Vol. 10, No. 9.
Collins-Dodd, C., Lindley, T. 2003. Store Brands and Retail Differentiation: The Inuence of Store Image and Store Brand Attitude On Store Own Brand Perceptions. Journal of Retailing and Customer Services. Vol. 10, No. 6, pp. 345–352.
Cooper, D R. & Schindler, P S. 2014. Business Research Methods. McGraw-Hill: New York.
Dina, Amri. 2013. Pengaruh Kepuasan Atas Kualitas Pelayanan Terhadap Loyalitas Pengguna Blackberry Di Kota Padang. Jurnal Kajian Manajemen dan Wirausaha, ISSN: 2655-6499.
Dwi, Arum Kesuma. 2017. Pengaruh Relationship Marketing dan Brand Image terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Kartu Prabayar 3 (Studi Kasus di Wilayah Kebon Jeruk, Jakarta Barat). Skripsi. Universitas Esa Unggul. Jakarta.
Fiani, Margaretha dan Edwin Japarianto. 2013. Analisis Pengaruh Food Quality dan Brand Image terhadap Keputusan Pembelian Roti Kecik Toko Roti Ganep’s di Kota Solo. Jurnal Manajemen Pemasaran. Vol. 1. No. 1, Hal. 1 – 6.
Ghozali, Imam. & Latan, Hengky. 2015. Konsep, Teknik, Aplikasi Menggunakan SmartPLS 3.0 Untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Hakim, Fredie R. Fauzi, Achmad DH. & Mawardi, Mukhamad Kholid. 2017. Pengaruh Citra Merek Terhadap Word Of Mouth Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Waroeng Pring Pethuk Di Jalan Cemara Kipas Dalam, Kota Batu). Jurnal Administrasi Bisnis. Vol. 43, No.1.
Hasan, Ali. 2010. Marketing dari Mulut ke Mulut. Media Pressindo: Yogyakarta.
Hafizh, Hafshah Dannur, 2014. Pengaruh Cafe Atsmosphere Dan Kualitas Produk Terhadap Kepuasan Pelanggan (Studi Pada Pelanggan Justomie Cafe & Resto Tulungagung). Skripsi, Universitas Brawijaya, Malang.
Hellier, Phillip K. Geursen, Gus M. Carr, Rodney A. & Rickard, John A. 2003. Customer repurchase intention : A general structural equation model. European Journal of Marketing, Vol. 37, No. 11/12. pp. 1762-1800.
Herliza, Radita. & Saputri, Marheni Eka. 2016. The Influence Of Brand Image To Customer Satisfaction A Case Study Of Zara At Pvj Mall Bandung. e-Proceeding of Management, Vol.3, No.2.
Hicks, J M. Page, Thomas J. Behe, Bridget K. & Fernandez, Rodney Thomas. 2005. Delighted Consumers Buy Again. Journal of Applied Communications, vol. 101, no. 2.
Jiang, Hongwei. & Zhang, Yahua. 2016. An assessment of passenger experience at Melbourne Airport. Journal of Air Transport Management, Vol. 54, Issue C, pp. 88-92.
Kartajaya, Hermawan. 2006. Hermawan Kartajaya on Marketing Mix Seri 9 Elemen Marketing. PT. Mizan Pustaka: Bandung.
Kau, Ah-Keng and Loh, Elizabeth Wan-Yiun. 2006. The effects of service recovery on consumer satisfaction: a comparison between complainants and non-complainants. Journal of Service Marketing. Vol. 20, No. 2, pp. 101-111.
Keller, Kevin Lane. 2012. Economic and Behavioral Perspectives on Brand Extension. Journal of Marketing Science, Vol. 31. pp 772-775.
Kotler, Philip. & Armstrong, Gary. 2014. Principle of Marketing, 15th edition. Pearson Prentice Hall: New Jersey
Kotler, Philip & Kevin Lane Keller. 2009, Manajemen Pemasaran Edisi 13. Jilid 1. Erlangga: Jakarta.
Kotler, Philip. & Keller, Kevin Lane. 2013. Marketing Management 13th edition. Pearson Prentice Hall: New Jersey.
Kotler, Philip & Keller, Kevin Lane. 2016. Marketing Management 15th Global Edition. Pearson Education Limited: London.
Kurniawan, I. 2007. Analisis Faktor-faktor yang Mempengaruhi Minat Beli Ulang Produk Serta Dampaknya Terhadap Loyalitas Pelanggan (Studi Kasus pada Produk Sakatonik Liver di Kota Semarang). Skripsi. Universitas Diponegoro. Semarang.
Lailiyah, Nita Ilmiyatul. 2018. Pengaruh Kualitas Produk Dan Iklan Terhadap Citra Merek Teh Pucuk Harum (Studi Pada Mahasiswa Konsumen Teh Pucuk Harum Di Universitas Muhammadiyah Malang). Skripsi. Universitas Muhammadiyah. Malang.
Lupiyoadi, R & Hamdani, A. 2011. Manajemen Pemasaran Jasa Edisi ke-2. Salemba Empat: Jakarta.
Luthfia, Widha Emil. 2012. Analisis Pengaruh Kualitas Produk, Kualitas Layanan, Dan Harga Terhadap Keputusan Pembelian Pada Coffee Shop Kofisyop Tembalang. Skripsi. Universitas Diponegoro, Semarang.
Pappas, Ilias O. Pateli, Adamantia G. Giannakos, Michail N. & Chrissikopoulos, Vassilios. 2013. Moderating Effects of Online Shopping Experience On Customer Satisfaction And Repurchase Intentions. International Journal of Retail & Distribution Management, Vol. 42 No. 3. pp. 187-204.
Putri, Wahyu N. Qomari, Nurul & Haryono. 2017. Pengaruh Kemasan, Merek dan Kualitas Produk Terhadap Minat Beli Konsumen Ice Cream AICE di Sidoarjo. Vol. 3, no. 3, pp. 762-776.
Rahayu, Mintarti. Hussein, Ananda Sabil. & Aryanti, Rian. 2016. Analisis Pengaruh Citra Toko, Citra Merek Produk Private Label, dan Nilai Yang Persepsikan Terhadap Loyalitas Pelanggan (Studi pada Pelanggan Giant di Kota Malang). Jurnal Ekonomi Bisnis. Vol. 21, No. 1.
Ravita, Dwi Yana. 2015. Pengaruh citra merek terhadap kepuasan pelanggan dan loyalitas pelanggan (Survei pada konsumen produk busana muslim Dian Pelangi di Malaysia). Jurnal Administrasi Bisnis, Vol. 21, No. 1.
Shaharudin, Mohd R. Mansor, Suhardi W. & Elias, Shamsul J. 2011. Food Quality Attributes among Malaysia’s Fast Food Customer. International Business and Management, Vol. 2, No. 1. pp. 198-208.
Sinaga, Ricky & Mustikasari, Ati. 2017. Pengaruh Brand Image Terhadap Keputusan Pembelian Pada Cocorico Cafe & Resto Bandung. Jurnal, Universitas Telkom, Bandung.
Sopiah. & Syihabudhin. 2008. Manajemen Bisnis Ritel. Andi: Yogyakarta.
Swastha, Basu & Irawan. 2008. Manajemen Pemasaran Modern Edisi Kedua Cetakan Ketigabelas. Liberty Offset: Yogyakarta.
Syoalehat, Qauman Nur., Siti Azizah., & Anie Eka Kusumastuti. 2016. Pengaruh Citra Merek Terhadap Loyalitas Pelanggan Bakso Bakar Pak Man Kota Malang. Jurnal Ilmu Ilmu Peternakan, Vol. 26, No. 3.
Terblanche, Nic. S, dan Boshoff, C. 2001. Measuring customer satisfaction with some of the controllable elements of the total retail experience: An exploratory study. South African Journal of Business Management, Vol. 32, Number. 4.
Tjiptono, Fandy. 2008. Strategi Pemasaran Edisi 3. Andi: Yogyakarta.
Tjiptono, Fandy. 2014. Pemasaran Jasa. Gramedia, Jakarta.
Tjiptono, Fandy dan Gregorius Chandra. 2011. Service, Quality and Satisfaction 3rd edition. Andi: Yogyakarta.
Variano, Vito. 2017. Pengaruh Citra Merek, Harga, Dan Kualitas Layanan Terhadap Loyalitas Merek Konsumen Kereta Api. Jurnal AGORA, Vol. 5, No. 3.
Yulianti, Ni Made Dhian R. Suprapti, Ni Wayan Sri. & Yasa, Ni Nyoman Kerti. 2014. Pengaruh Citra Toko Terhadap Kepuasan Pelanggan Dan Niat Beli Ulang Pada Circle K Di Kota Denpasar. Jurnal Manajemen Strategi Bisnis dan Kewirausahaan. Vol. 8, No. 1.
Yunanto, TK. 2016. Pengaruh Perceived Ease of Use, Word of Mouth, dan Brand Image terhadap Keputusan Penggunaan Layanan Jasa Transportasi GOJEK di Kota Tangerang Selatan. Skripsi Fakultas Ekonomi dan Bisnis Universitas Islam Negeri Syarif Hidayatullah, Jakarta.
Zikmund, William G. Babin, Barry J. Carr, Jon C. & Griffin Mitch. 2013. Business Research Methods. Cengage Learning Custom Publishing: USA.
DOI: https://doi.org/10.21107/jsmb.v9i2.17577
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Fitria Ariyani
This work is licensed under a Creative Commons Attribution 4.0 International License.
Jurnal Studi Manajemen dan Bisnis by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution 4.0 International License.