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All Journal Journal of Business Management
Ratih Puspitorini Yekti Ambarkahi
State Polytechnic of Jember
Economics, Econometrics & Finance

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The Influence of Brand Image, Product Quality and Service Quality on Customer Loyalty at Gudeg Lumintu Restaurant in Jember Regency Ratih Puspitorini Yekti Ambarkahi; Pascawati Savitri Universitasari; Raden Roro Lia Chairina; Ponti Primastuti Aulia Nugraheni; Candra Herdiana Indah Tiara Ayuni
Journal of Business Management Vol. 2 No. 3 (2025): April
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v2i3.144

Abstract

This study aims to analyze (1) the effect of brand image, product quality and service quality on customer loyalty at Gudeg Lumintu Restaurant in Jember Regency simultaneously or partially, (2) variables that have a dominant influence on customer loyalty at Gudeg Lumintu Restaurant. The data is taken directly from the respondents using a survey method through a questionnaire. The sampling technique used is incidental sampling with a sample of 40 respondents. The data an alysis technique used is multiple linear regression analysis, coefficient of determination analysis, F test and t test. The results of data analysis using SPSS 23 software show that (1) simultaneously, brand image variables (X1), product quality (X2) and service quality (X3) have a significant effect on customer loyalty (Y), (2) partially, image variables brand (X1) and product quality variable (X2) have a significant effect on customer loyalty (Y), while the service quality variable (X3) has no significant effect on customer loyalty (Y), (3) the variable that has a dominant influence on customer loyalty (Y ) is product quality (X2).
Co-Authors Candra Herdiana Indah Tiara Ayuni Pascawati Savitri Universitasari Ponti Primastuti Aulia Nugraheni Raden Roro Lia Chairina