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All Journal Jurnal Computech & Bisnis (e-Journal) Kontigensi: Jurnal Ilmiah Manajemen Acman: Accounting and Management Journal Electronic, Business, Management and Technology Journal Journal of Economics, Management, and Entrepreneurship Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal) Majalah Bisnis & IPTEK Journal of Economics, Management, and Entrepreneurship
Zulfikar, Vicky Achmad
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Library & Information Science Social Sciences

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The Influence of Service Quality and Brand Image on Customer Satisfaction: Study on One of The Fast-Food Restaurants in Bandung Kusuma, Alvina Faradila; Juhana, Dudung; Zulfikar, Vicky Achmad; Purana, R. Deni; Suswanto, Djadjat
Journal of Economics, Management, and Entrepreneurship Vol. 2 No. 2 (2024): Journal of Economics, Management, and Entrepreneurship
Publisher : P3M, STIE Pasundan, Bandung, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55208/jeme.v2i2.182

Abstract

This study sought to evaluate the influence of Service Quality and Brand Image on Customer Satisfaction at a fast-food restaurant in Bandung. This study utilizes a quantitative methodology with multiple linear regression techniques (path analysis) to investigate the relationships among variables. The research sample was obtained using the Slovin method, resulting in 84 participants from the restaurant's clientele. Data was collected using a Likert scale questionnaire to evaluate respondents' perceptions of service quality, brand image, and customer satisfaction. The data were analyzed using SPSS software version 23.0 to evaluate validity, reliability, and inter-variable correlations in this study.The results revealed that the average total Service Quality was 2.70, classifying it as "Quite Good." Brand Image has an average score of 2.72, categorizing it as "Quite Good." The average Customer Satisfaction is 2.65, categorized as "Quite Good." Subsequent statistical analysis reveals that Service Quality significantly impacts Customer Satisfaction, suggesting that enhancements in service quality are associated with elevated levels of customer satisfaction. Brand Image significantly impacts Customer satisfaction, indicating that a more positive brand image in customers' perceptions is associated with higher satisfaction with the restaurant.A further analysis indicates that the Correlation Coefficient is 0.546, showing a moderately strong relationship between Service Quality and Brand Customer Satisfaction. The direct effect of Service Quality and Brand Image on Customer Satisfaction is 0.143, while the indirect effect is 0.327, yielding a cumulative effect of 0.470. Thus, both Service Quality and Brand Image substantially affect Customer Satisfaction in the analyzed fast-food outlets. This condition suggests that to improve customer satisfaction, restaurants must raise service quality and strengthen their brand image to align with consumer expectations.
Co-Authors Aan Hardiyana Adriana Florenciana Amnain Coenraad, Dhea Perdana Defri Aditya Nugraha Dudung Juhana Ella Klodiya Pandia Fasha Nurhadian, Adhie Kadir, Kadir Kusuma, Alvina Faradila Mochamad Saeful Taufik Purana, R. Deni Purana, R. Deni Purwadayana, Yulianthy Rahman, Robbi Saepul Riadi, Farid Riadi, Farid Rinawati, Nenny Risna Rahmawati Risna Rahmawati Roslina, Nita Yura Rusjiana, Jimmy S Mia Lasmaya Satria, Rd. Okky Senen Machmud Siti Mialasmaya Suswanto, Djadjat Titi Titi Titi, Titi Yura Roslina, Nita