Pengaruh Citra Merek terhadap Kepuasan dan Loyalitas Konsumen Restoran  H. Masduki di Kota Pekalongan

Anna Silfia; Ma'mun Sarma

doi:10.29244/mikm.16.2.87-93

Anna Silfia Departemen Manajemen, Fakultas Ekonomi dan Manajemen IPB
Ma'mun Sarma Departemen Manajemen, Fakultas Ekonomi dan Manajemen IPB

DOI: https://doi.org/10.29244/mikm.16.2.87-93

Keywords: brand image, loyalty, satisfaction, structural equation modelling

Abstract

Marketing competition conditions are getting tighter with a variety of products offered, commpanies or entrepreneurs are required to have high competitiveness, including the culinary business. H. Masduki restaurant is the one of family restaurants located in Pekalongan City. H. Masduki restaurant must be able to survive in the competition between similar restaurants in Pekalongan City in order to continue to exist. The objective of this research is to identify consumer characteristics, analyze the effect of brand image to customer satisfaction and loyalty, and analyze the effect of customer satisfaction to customer loyalty. The analytical tools used are descriptive analysis and Structural Equation Modelling (SEM) analysis with Partial Least Square (PLS) approach. The results of the research analysis is the brand image variable has a positive and significant effect on satisfaction and consumer loyalty and customer satisfaction has a significant positive effect on consumer loyalty.

Downloads

Download data is not yet available.

References

Badan Pusat Statistik. 2018. Statistik Penyediaan Makanan dan Minuman 2018. https://www. bps.go.id/publication/2020/05/19/46f4771e281557c89c35f732/statistik-penyediaan-makanan-dan-minuman-2018.html.
Badan Pusat Statistik. 2020. Pengeluaran untuk Konsumsi Penduduk Indonesia Maret 2020. https://www.bps.go.id/publication/2020/11/02/2d7c91e53ab840a301689f34/pengeluaran-untuk-konsumsi-penduduk-indonesia-maret-2020.html.
Haryono N, Octavia R, Studi P, Industri T, Teknik F, Bandung UN. 2014. Analisis Pengaruh Citra Merek Dan Mutu Layanan Terhadap Kepuasan Konsumen Serta Dampaknya Terhadap Loyalitas Konsumen. 4(1):20–27.
Hiu NA, Wibowo M. 2016. Perancangan Interior Restoran Bandar Djakarta di Surabaya. J INTRA. 4(2):306–314. http://publication. petra.ac.id/index.php/desain-interior/article/view/4642/4256.
Iriani SRIS, Wijayanto I. 2013. Pengaruh Citra Merek terhadap Loyalitas Konsumen. 1. file:///C:/Users/lenovo/Downloads/4557-7111-1-PB.pdf.
Priangani A. 2013. Memperkuat Manajemen Pe-masaran Dalam Konteks. 2(4):1–9. https:// d1wqtxts1xzle7.cloudfront.net/54945338/47-123-1-PB.pdf?1510122873=&response-con-tent-disposition=inline%3B+filename%3-DAde_Priangani_Memperkuat_Manajemen_Pemas.pdf&Expires=1614423924&Signature=ZMLCKrGMlUuSC0vrD8zqUy2wl~2mkIkSnlxtqwnfiBlMDdr1EFDLxwMI.
Tjahjaningsih E. 2013. Pengaruh Citra Dan Promosi Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Loyalitas Pelanggan (Studi Pada Pelanggan Supermarket Carre-four Di Semarang). Media Ekon dan Manaj. 28(2):13–27. http://jurnal.untagsmg. ac.id/ index.php/fe/article/viewFile/207/270.
Widjoyo S, Hatane P, Brahmana RKMR, Pemasaran JM, Petra UK, Siwalankerto J. 2014. Pengaruh kualitas layanan dan kualitas produk terhadap kepuasan pelanggan dan loyalitas konsumen restoran happy garden surabaya. J Manaj Pemasar. 2(1):1–9. http://publication.petra.ac.id/index. php/manajemen-pemasaran/article/view-File/1404/1263.