Pengaruh Kualitas Pelayanan dan Citra Merek terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan di Byurger Coffee Menteng

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Published: Oct 20, 2023
DOI: https://doi.org/10.56799/jceki.v2i6.1871

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Yanuar Febriansyah
Universitas Asa Indonesia
Yosafat Puji Hastoko
Universitas Asa Indonesia

Abstract

The purpose of this study is to analyze the effect of service quality and brand image on customer loyalty through customer satisfaction, both directly and indirectly in the context of a business engaged in the culinary field. The instrument was developed using a Likert scale. Respondents were 80 consumers and 30 respondents to test the validity and reliability. This study uses a quantitative method, using Path analysis. The results of this study indicate a direct effect of the variables Service Quality, Brand Image, and Customer Satisfaction on the Customer Loyalty variable. The indirect effect of the variables of Service Quality and Brand Image affects Customer Loyalty through Customer Satisfaction.


Kata kunci: Kualitas Pelayanan; Citra Merek; Kepuasan Pelanggan; Loyalitas Pelanggan.

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How to Cite
Febriansyah, Y. ., & Hastoko, Y. P. (2023). Pengaruh Kualitas Pelayanan dan Citra Merek terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan di Byurger Coffee Menteng. J-CEKI : Jurnal Cendekia Ilmiah, 2(6), 737–748. https://doi.org/10.56799/jceki.v2i6.1871
Issue
Vol. 2 No. 6: Oktober 2023
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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