Pengaruh Service Quality, Brand Image, Customer Satisfaction, dan Customer Loyalty terhadap Restoran Hot Pot

Abstract

Tujuan penelitian ini adalah untuk mengetahui 1) pengaruh positif service quality terhadap brand image, 2) pengaruh positif service quality terhadap customer satisfaction, 3) pengaruh positif service quality terhadap customer loyalty, 4) pengaruh positif brand image terhadap customer satisfaction, 5) pengaruh positif brand image terhadap customer loyalty, 6) pengaruh positif customer satisfaction terhadap customer loyalty, 7) pengaruh positif service quality terhadap customer satisfaction yang dimediasi oleh brand image, 8) pengaruh positif service quality terhadap customer loyalty yang dimediasi oleh brand image. Pada penelitian ini, sampel dipilih secara non-probability sampling dengan teknik purposive sampling. Pengumpulan data menggunakan Google Forms dengan jumlah responden sebanyak 256 responden. Pengolahan data dilakukan melalui software SmartPLS. Kriteria sampel berupa individu berusia 15 – 55 tahun dan pernah melakukan transaksi di restoran hot pot. Hasil yang diperoleh dari penelitian ini adalah service quality memiliki dampak positif terhadap brand image, customer satisfaction, dan customer loyalty. Brand image memiliki dampak positif terhadap customer satisfaction, dan customer loyalty, sedangkan customer satisfaction tidak berdampak terhadap customer loyalty. Selain itu, brand image juga memiliki dampak yang positif sebagai variabel mediasi service quality dengan customer satisfaction dan customer loyalty. The purpose of this research is to determine 1) the positive influence of service quality on brand image, 2) the positive influence of service quality on customer satisfaction, 3) the positive influence of service quality on customer loyalty, 4) the positive influence of brand image on customer satisfaction, 5) the positive influence of brand image on customer loyalty, 6) the positive influence of customer satisfaction on customer loyalty, 7) the positive influence of service quality on customer satisfaction mediated by brand image, 8) the positive influence of service quality on customer loyalty mediated by brand image. The sampling technique used was a non-probability sampling technique with a sample selection technique using a purposive sampling technique. Data collection used Google Form with a total of 250 respondents. Data processing is carried out using smartPLS. The sample in this study are people in aged 15 – 55 years and have made a transaction at a hot pot restaurant. This research concluded that service quality have a positive impact on brand image, customer satisfaction and customer loyalty. Brand image has a positive impact on customer satisfaction and customer loyalty, while customer satisfaction has no impact on customer loyalty. And also, brand image has a positive impact as a mediating variable for service quality and customer satisfaction and customer loyalty.