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All Journal JEPA (Jurnal Ekonomi Pertanian dan Agribisnis)
Abdul Wahib Muahimin
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PADA RESTORAN CEPAT SAJI LOKAL DI KOTA BANDUNG Muzaffirah, Adzirah; Abdul Wahib Muahimin; Kliwon Hidayat
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 10 No. 1 (2026)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

The food and beverage industry experienced significant growth globally, including in Indonesia, as evidenced by the increasing number of fast-food restaurants. Bandung City emerged as a hub for the culinary industry's development, particularly local fast-food restaurants competing with international brands. However, intense competition required local fast-food restaurants to optimize their marketing strategies to enhance customer satisfaction and loyalty. This study identified the influence of the marketing mix (7P) and local brand awareness on customer satisfaction and loyalty in local fast-food restaurants in Bandung City. Using a quantitative approach with the SEM-PLS method, the study involved 203 respondents who met specific criteria. The findings indicated that the marketing mix and local brand awareness significantly impacted customer satisfaction and consumer loyalty. These results provided critical contributions for local fast-food restaurant businesses to improve their competitiveness through effective marketing strategy implementation.
Building Loyalty to Healthy Noodles Through Brand Image, Communication, and Trustd Loyalty with Brand Trust as Mediation Alifah, Fairuz; Abdul Wahib Muahimin; Novi Haryati
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 10 No. 3 (2026)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine the influence of brand image and brand communication on brand loyalty, with brand trust as a mediating variable. The research focuses on consumers of healthy instant noodles in Malang who are aged 18 and above and have previously consumed the product. A quantitative approach was applied using a questionnaire distributed to 100 respondents selected through purposive sampling. Data were analyzed using Warp PLS to test the direct and indirect relationships among variables. The results indicate that both brand image and brand communication have a positive and significant effect on brand trust. Brand image and brand trust significantly influence brand loyalty, while brand communication has a positive but not significant effect on loyalty. Furthermore, brand trust significantly mediates the relationship between brand image and brand loyalty, but not between brand communication and brand loyalty. These findings suggest that a strong brand image plays a crucial role in building trust, which subsequently fosters consumer loyalty. Meanwhile, effective brand communication enhances trust, but must be strategically implemented to drive repeat purchases and long-term loyalty in the healthy instant noodle market.
Co-Authors Alifah, Fairuz Kliwon Hidayat Muzaffirah, Adzirah Novi Haryati