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All Journal Jurnal Manajemen Dan Kewirausahaan E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Jurnal Ilmiah Edunomika (JIE) JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) J-MIND (Jurnal Manajemen Indonesia) Visioner & Strategis Jurnal Intelek Insan Cendikia
Adnan Adnan
Faculty Economic And Business, University Malikussaleh
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Social Sciences Other

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THE EFFECT OF PROMOTION, BRAND IMAGE AND SERVICE QUALITY ON CUSTOMER LOYALTY AT KENTUCKY FRIED'S FAST FOOD RESTAURANT CHICKEN (KFC) IN LHOKSEUMAWE CITY Wahyu Syahputra; Hamdiah; Adnan; Rusydi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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Abstract

This study aims to analyze the effect of Promotion, Brand Image, and Service Quality on Customer Loyalty at Kentucky Fried Chicken (KFC) fast-food restaurant in Lhokseumawe City. Customer loyalty is an important factor in maintaining business sustainability amid increasingly intense competition in the fast-food industry. Companies are required to implement effective marketing strategies and provide high-quality services in order to retain customers and enhance competitiveness. This research employed a quantitative approach using a survey method. The population of this study consisted of KFC customers in Lhokseumawe City. The sample comprised 120 respondents selected through purposive sampling, with the criterion that respondents had made purchases more than once. Data were collected through questionnaires developed based on the indicators of each research variable. The data were then analyzed using multiple linear regression analysis with the assistance of SPSS software. The results show that partially, service quality has a positive and significant effect on customer loyalty. This indicates that better service quality leads to higher customer loyalty. Meanwhile, promotion and brand image do not have a significant effect on customer loyalty in Lhokseumawe City. Simultaneously, promotion, brand image, and service quality collectively influence customer loyalty. The findings of this study are expected to provide valuable insights for KFC management in formulating more effective marketing strategies to improve customer loyalty.
Co-Authors Aiyub Aiyub Aiyub Aiyub Andry Mochamad Ramdan Anwar Aulal Rizky Aulia Aqmarina Sakdiah Bahri, Halida Bambang Sucipto Cut Nurul Azman Fikri Gazali Lubis Hamdiah Hamdiah Heriyana Heriyana Herman Fithra Ikramuddin, Ikramuddin Isna Apriliza Aisyah Jullimursyida Keysha Alia Salsabila Pasaribu Khairina AR M Maimanah M Subhan Muhammad Roni Munandar Munandar Nadhila Isara Naufal Bachri, Naufal Nidea Rinzeni Rahmaniar Rusydi Rusydi Abubakar Siti Maimunah Suci Ramandhani Suryani Syamsul Bahri Teuku Muhammad Azani Teuku Zulkarnaen Wahyu Syahputra Widyana Verawati Siregar Yoseb Boari Yovita Yovita Zulfan