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All Journal Jurnal Manajemen Dan Kewirausahaan E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Jurnal Ilmiah Edunomika (JIE) 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 International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
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 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.
THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND SATISFACTION AND BRAND LOYALTY OF WARDAH BRAND COSMETIC PRODUCTS WITH CUSTOMER BRAND ENGAGEMENT AS A MEDIATION VARIABLE ON THE INSTAGRAM PLATFORM Nurul Azmi; Mariyudi; Adnan; Naufal Bachri; Ikramuddin; Sapna Biby
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 1 (2026): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19356009

Abstract

The purpose of this study is to examine the influence of social media marketing on brand satisfaction and brand loyalty of Wardah cosmetic products with customer brand engagement as a mediating variable on the Instagram platform. The data in this study were 165 consumers of Wardah cosmetic products. Data collection in this study used a questionnaire with data analysis tools using Structural Equation Modeling (SEM) operated by the Amos device. The results of the study indicate that social media marketing has a positive and significant effect on customer brand engagement, customer brand satisfaction, and brand loyalty. Then, customer brand engagement has a positive and significant effect on customer brand satisfaction and brand loyalty. And the mediation effect test found that customer brand engagement is a partial mediating variable between social media marketing and brand satisfaction and brand loyalty. The results of this study are expected to provide important contributions for stakeholders in developing cosmetic product marketing strategies and customer understanding of products and brands.
Co-Authors Aiyub Aiyub Aiyub Aiyub Akhyar, Chairil Andry Mochamad Ramdan Anwar Argun Sahli Aulal Rizky Aulia Aqmarina Sakdiah Bahri, Halida Bambang Sucipto Budy Geotama Chalirafi, Chalirafi Cut Evi Oktaviani Cut Nurul Azman Farah Anissa Fikri Gazali Lubis Hamdiah Hamdiah Heriyana Heriyana Herman Fithra Husaini Ikramuddin, Ikramuddin Isna Apriliza Aisyah Jullimursyida Jumaini Keysha Alia Salsabila Pasaribu Khairina AR Khalida Zia Siallagan M Maimanah M Subhan Maisyura Maisyura Mariyudi Mariyudi Marzuki Marzuki Muchtar, Darmawati Muhammad Roni Muhammad Roni Munandar Munandar Munardi Munardi Nadhila Isara Naufal Bachri, Naufal Nidea Rinzeni Nurul Azmi Rahmaniar Rahmaniar Rahmaniar Rico Nur Ilham Rusydi Rusydi Abubakar Rusydi Rusydi Sapna Biby Shinta Novitalia Siska Tri Amanda Siti Maimunah Siti Maimunah Suci Andriani - Suci Ramandhani Suryani Syamsul Bahri T. Edyansyah, T. Edyansyah Teuku Muhammad Azani Teuku Zulkarnaen Wahyu Syahputra Waznah Waznah Widyana Verawati Siregar yeni mauliana Yoseb Boari Yovita Yovita Yunda Taslima Zulfan