Analysis of the Influence of Brand Image on Customer Loyalty Using Customer Satisfaction as an Intervening Variable Case Study at the Uni Kapau Jaya Restaurant, Bandung City

  • Billy Maulana Permadhi Universitas Padjadjaran, Bandung, Indonesia
  • Erna Maulina Universitas Padjadjaran, Bandung, Indonesia
  • Pratami Wulan Tresna Universitas Padjadjaran, Bandung, Indonesia
DOI: https://doi.org/10.54783/ijsoc.v6i2.1142
Keywords: Brand Image, Customer Loyalty, Customer Satisfaction, MSMEs, Restaurant.

Abstract

This study aims to analyze the influence of brand image on customer loyalty with customer satisfaction as an intervening variable at Uni Kapau Jaya Restaurant, Bandung. The research method used is causal research with a quantitative approach. The research object is Uni Kapau Restaurant Jaya known for its Minang cuisine. Data were collected through surveys and statistically analyzed using the Structural Equation Modeling (SEM) technique. The results show a positive influence of brand image on customer loyalty, and customer satisfaction mediates the relationship between brand image and customer loyalty. The practical implications of this study emphasize the importance of considering brand image and customer satisfaction in enhancing customer loyalty in the food and beverage industry.

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Published
2024-05-01
How to Cite
Permadhi, B. M., Maulina, E., & Tresna, P. W. (2024). Analysis of the Influence of Brand Image on Customer Loyalty Using Customer Satisfaction as an Intervening Variable Case Study at the Uni Kapau Jaya Restaurant, Bandung City. International Journal of Science and Society, 6(2), 318-336. https://doi.org/10.54783/ijsoc.v6i2.1142
Issue
Vol 6 No 2 (2024): International Journal of Science and Society (IJSOC)
Section
Articles

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