The Influence of Brand Image, Service Quality and Price on Consumer Satisfaction (Study on Consumers of Kopi Kenangan, Tebet)
DOI:
https://doi.org/10.46799/ijssr.v3i2.272Keywords:
brand image, customer satisfaction, customer loyalty, price, service qualityAbstract
This research was conducted to determine the effect of brand image, service quality and price on customer satisfaction and its effect on customer loyalty. The object of this research is Kopi Kenangan, Tebet. This research was conducted on 150 respondents using a quantitative descriptive method. Therefore, the data analysis used is statistical analysis in the form of Smart PLS. The results of this study indicate that the brand image variable has a positive and insignificant effect on customer satisfaction, service quality has a negative and insignificant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction, brand image has a positive and insignificant effect on customer loyalty, quality service has a negative and insignificant effect on customer loyalty, price has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, brand image through customer satisfaction has a positive and significant effect not significant effect on customer loyalty, service quality through customer satisfaction negative and insignificant effect on consumer loyalty, price through customer satisfaction has a positive and significant effect on customer loyalty.
References
Agiesta, W., Sajidin, A., & Perwito, P. (2021). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan ka lokal Bandung Raya. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(2), 1653–1664.
Aldiona, O. A. A., & Waloejo, H. D. (2018). Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Melalui Kepuasan Sebagai Variabel Mediasi (Studi Kasus Pada Pembeli Tahu Baxo Ibu Pudji Ungaran). Jurnal Ilmu Administrasi Bisnis, 7(3), 98–106.
Andalusi, R. (2018). Pengaruh Kualitas Pelayanan, Harga, Dan Kualitas Produk Terhadap Kepuasan Pelanggan Instrumen Penunjang Laboratorium. Jurnal Madani: Ilmu Pengetahuan, Teknologi, Dan Humaniora, 1(2), 305–322.
Bulan, T. P. L. (2016). Pengaruh kualitas pelayanan dan harga terhadap loyalitas konsumen pada PT. Tiki Jalur Nugraha Ekakurir Agen Kota Langsa. Jurnal Manajemen Dan Keuangan, 5(2), 592–602.
Christina, C., & Hartini, S. (2020). The Impact Of Service Innovation On Customer Satisfaction In Prodia Health. JKBM (Jurnal Konsep Bisnis Dan Manajemen), 7(1), 107–116.
Darmawan, K. G., Yulianthini, N. N., & Mahardikha, A. A. N. Y. M. (2020). Pengaruh Kualitas Pelayanan, Harga Dan Citra Toko Terhadap Kepuasan Konsumen. Prospek: Jurnal Manajemen Dan Bisnis, 2(1), 74–82.
Dimyati, M., & Subagio, N. A. (2016). Impact of service quality, price, and brand on loyalty with the mediation of customer satisfaction on Pos Ekspres in East Java. Mediterranean Journal of Social Sciences, 7(4), 74.
Firanazulah, F., Safavi, V. D. R., Saputri, A. N. J., & Sudrajat, A. (2021). Pengaruh citra merek dan kualitas produk terhadap loyalitas konsumen air mineral aqua. AKUNTABEL, 18(1), 1–9.
Ghotbabadi, A. R., Baharun, R., & Feiz, S. (2012). A review of service quality models. 2nd International Conference on Management, 1–8.
Ghozali, I., & Latan, H. (2015). Konsep, teknik, aplikasi menggunakan Smart PLS 3.0 untuk penelitian empiris. BP Undip. Semarang, 290.
Gunardi, C. G., & Erdiansyah, R. (2019). Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Restoran Mangkok Ku. Prologia, 3(2), 456–463.
Indrawati, L., & Amalia, D. D. (2020). Dampak Sense, Feel, Think, Act, Relate Dan Brand Image Terhadap Kepuasan Pelanggan Cafe Di Surabaya. Jurnal Bisnis Terapan, 4(1), 23–36.
Ishak, F., & Abd Ghani, N. H. (2013). A review of the literature on brand loyalty and customer loyalty.
Kasturi, D., Suharyati, S., & Nastiti, H. (2019). Pengaruh Kualitas Produk, Kualitas Layanan, dan Citra Merek Terhadap Loyalitas Melalui Kepuasan. PERWIRA-Jurnal Pendidikan Kewirausahaan Indonesia, 2(2), 155–175.
Kotler, P., & Armstrong, G. M. (2018). Marketing Mix: Selected Chapters From: Principles of Marketing, Philip Kotler and Gary Armstrong. Pearson.
Kristian, B., Anggia, F., & Panjaitan, H. (2014). Analysis of Customer Loyalty through Total Quality Service, Customer Relationship Management and Customer Satisfaction. International Journal of Evaluation and Research in Education, 3(3), 142–151.
Kumala, & Widodo. (2019). Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Alumunium. Jurnal Manajemen Bisnis Krisnadwipayana, 7(2), 57–66.
Neupane, R. (2015). The effects of brand image on customer satisfaction and loyalty intention in retail super market chain UK. International Journal of Social Sciences and Management, 2(1), 9–26.
Pena, M. M., Silva, E. M. S. da, Tronchin, D. M. R., & Melleiro, M. M. (2013). The use of the quality model of Parasuraman, Zeithaml and Berry in health services. Revista Da Escola de Enfermagem Da USP, 47, 1227–1232.
Pramesti, M. A., & Chasanah, U. (2021). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Bina Bangsa Ekonomika, 14(2), 281–287.
Ramadhani, M., & Nurhadi, N. (2022). Pengaruh Citra Merek, Kepuasan Konsumen Dan Kepercayaan Terhadap Loyalitas Pelanggan Air Mineral Merek Aqua. Forbiswira Forum Bisnis Dan Kewirausahaan-Sinta 4, 11(2), 200–214.
Safavi, V. D. R., & Hawignyo, H. (2021). Pengaruh kualitas pelayanan dan citra merek terhadap kepuasan konsumen kartu prabayar. Jurnal Manajemen, 13(1), 142–150.
Sharma, A., Bhola, S., Malyan, S., & Patni, N. (2013). Impact of brand loyalty on buying behavior of women consumers for beauty care products-Delhi region. Global Journal of Management and Business Studies, 3(7), 817–824.
Sondakh, F., Tommy, P., & Mangantar, M. (2015). Urrent Ratio, Debt to Equity Ratio, Return on Asset, Return on Equity Pengaruhnya Terhadap Harga Saham Pada Indeks Lq 45 Di Bei Periode 2010-2014. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2).
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&D. Alfabeta.
Supertini, N. P. S., Telagawati, N. L. W. S., & Yulianthini, N. N. (2020). Pengaruh kepercayaan dan kepuasan pelanggan terhadap loyalitas pelanggan pada Pusaka Kebaya di Singaraja. Prospek: Jurnal Manajemen Dan Bisnis, 2(1), 61–73.
Supriyadi, S., & Marlien, M. (2011). Analisis Kepercayaan, Citra Merek dan Kualitas Layanan terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan (Studi Pada Kreditur PD. BKK Dempet Kota Kabupaten Demak). Seminar Nasional Multi Disiplin Ilmu Unisbank 2015.
Tan, A., Sukapto, P., & Sitompul, C. (2014). Pengembangan dimensi kualitas layanan e-banking dan hubungannya dengan kepuasan serta loyalitas konsumen.
Thungasal, C. E. (2019). Pengaruh Kualitas Layanan Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Hotel Kasuari. Agora, 7(1).
Tjahjaningsih, E., Widyasari, S., Maskur, A., & Kusuma, L. (2021). The Effect of Customer Experience and Service Quality on Satisfaction in Increasing Loyalty. The 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020), 395–399.
Tjoanoto, M. T. (2013). Pengaruh service quality terhadap customer satisfaction di restoran Jade Imperial. Jurnal Strategi Pemasaran, 1(1).
Upamannyu, N. K., & Sankpal, S. (2014). Effect of brand image on customer satisfaction & loyalty intention and the role of customer satisfaction between brand image and loyalty intention. Journal of Social Science Research, 3(2), 274–285.
Wahyudi, D., Krisnis, C., Hasanah, E. U., & Tsulist, A. M. (2022). Peran Kepuasan Pelanggan Dalam Memediasi Citra Merek dan Kualitas Produk Terhadap Loyalitas Konsumen. Prosiding Seminar Nasional Hasil Riset (SNHR).
Published
Issue
Section
License
Copyright (c) 2023 Natalia Rosauli Basa Simanjuntak, Djumarno Djumarno
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
