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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Erwin Yoe
Faculty of Business Management, Batam International University
Economics, Econometrics & Finance

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Uncovering consumer loyalty in quick service restaurants in Batam City Lily Purwianti; Erwin Yoe; Edy Yulianto Putra
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i2.29978

Abstract

This study examines the effects of eco-advertising, eco-labeling, eco-packaging, and social media marketing on brand loyalty, with brand image serving as a mediating variable among QSR consumers in Batam City, Indonesia. A causal explanatory research design was employed using a quantitative survey of 486 consumers. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that the proposed green marketing dimensions and social media marketing contribute to the formation of brand image and brand loyalty, with brand image functioning as a significant partial mediator in the relationship between the marketing practices and brand loyalty. These findings suggest that consumers’ loyalty toward QSR brands is shaped not only by direct marketing stimuli but also by the brand perceptions developed through environmentally oriented communication and digital engagement. The study contributes to the sustainable marketing and consumer behavior literature by integrating eco-marketing and social media marketing within a unified framework for explaining brand loyalty in the QSR sector. The findings also provide practical implications for QSR managers by emphasizing the importance of credible eco-advertising, meaningful environmental labeling and packaging, and relevant social media strategies to strengthen brand image and foster loyalty across Generation X, Millennials, and Generation Z consumers. Keywords: Eco Marketing; Social Media Marketing; Brand Image; Brand Loyalty; Quick Service Restaurant; PLS-SEM
Co-Authors Edy Yulianto Putra Lily Purwianti