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All Journal Unes Law Review Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Pengabdian Kepada Masyarakat JEBIMAN: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jejak digital: Jurnal Ilmiah Multidisiplin Indonesia Economic Journal
Lina Budiarti
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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Journal : Indonesia Economic Journal

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Pengaruh Brand Image dan Service Quality Terhadap Customer Loyalty pada UMKM Ayam Goreng Roker di Kota Malang Anggita Al Fathina; Lina Budiarti; Rena Feri Wijayanti
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/mbcv7p18

Abstract

The increasingly intense competition in the culinary business in Malang City requires business actors to not only rely on product quality, but also build a strong brand image and optimal service quality in order to create customer loyalty. This study aims to analyze the influence of brand image and service quality on customer loyalty at the Ayam Goreng Roker MSME in Malang City. This is an explanatory study using a quantitative approach. The sample consisted of 100 respondents selected through purposive sampling. Data was collected via a questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results of the partial tests indicate that brand image and service quality have a positive and significant influence on customer loyalty. Simultaneous testing also confirmed that both variables together signifcantly influence customer loyalty. These findings emphasize that strengthening brand image and improving service quality are important strategies for retaining customers. The recommendations provided are to enhance interaction, promotion, and product quality consistency to build sustainable loyalty. 
Pengaruh Kualitas Pelayanan dan Keragaman Produk Terhadap Kepuasan Pelanggan UMKM Morfeen di Kota Malang Yofianda Harwin Diara; Lina Budiarti; Fullchis Nurtjahjani
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/404dg576

Abstract

Industri kreatif berkembang pesat, termasuk bisnis kaos distro di bidang fashion. UMKM Morfeen di Kota Malang merupakan salah satu brand lokal yang mampu bertahan dalam persaingan pasar. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan keragaman produk terhadap kepuasan pelanggan UMKM Morfeen.Pendekatan yang digunakan adalah kuantitatif dengan jenis explanatory research. Sampel diambil secara purposive sampling melalui kuesioner online kepada 100 responden. Data dianalisis menggunakan regresi linier berganda dan uji hipotesis.Hasil penelitian menunjukkan bahwa kualitas pelayanan dan keragaman produk memberikan kontribusi sebesar 44,4% terhadap kepuasan pelanggan. Kualitas pelayanan secara parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Keragaman produk secara parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kemudian, kualitas pelayanan dan keragaman produk secara simultan keduanya berpengaruh positif dan signifikan terhadap kepuasan pelanggan. UMKM Morfeen disarankan untuk mempertahankan kualitas pelayanan serta memastikan kenyamanan bagi pelanggan dan meningkatkan variasi produk dalam kategori yang paling banyak dicari.
Co-Authors Aldilla Aisyah Anggraini Anggita Al Fathina Desti Rahpriangan Eni Sukmaningsih Fatma Namira Maudya Feridha Medina Hidayat Joni Dwi Pribadi Katya Benalda Muhammad Ilham Nugraha Musthofa Hadi Nurtjahjani, Fullchis Rena Feri Wijayanti Rena Feri Wijayanti Rena Feri Wijayanti Rifan Antonio Pradana Siti Nurhabiba Tamarine Camalia Tri Yulistyawati Evelina Wildan Habibie Abdullah Yofianda Harwin Diara Yulianto Hadi Yulis Nurul Aini