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All Journal Formosa Journal of Applied Sciences (FJAS)
Rubyanti, Nurafni
Unknown Affiliation
Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Social Sciences

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The Effect of Customer Experience and Brand Image on Customer Loyalty with Mediation of Customer Satisfaction in the Culinary Industry Yudantri, Anindya Sukma; Widodo, Arry; Rubyanti, Nurafni; Silvianita, Anita
Formosa Journal of Applied Sciences Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v4i1.12914

Abstract

Indonesia's culinary industry is experiencing rapid growth, driven by people's increasing interest in food trends and the eating out lifestyle. One trend that is attracting attention is the consumption of spicy food, which is growing thanks to social media challenges with extreme levels of spiciness. In an increasingly fierce competition, business strategies based on customer experience, brand image, and customer satisfaction are key factors in increasing customer loyalty. This study shows that while customer experience contributes to satisfaction, the relationship does not directly guarantee loyalty. Other factors, such as taste and facilities, still play an important role in building competitiveness in the culinary industry.
Co-Authors Anita Silvianita Arry Widodo Yudantri, Anindya Sukma