Strengthening the Brand Image and Customer Loyalty of Kampung Empang Restaurant Through Food Quality and Service Quality

Isalman Isalman

doi:10.36441/jamr.v6i1.3570

Authors

Isalman Isalman
isalmans@uho.ac.id
Departement of Management, Halu Oleo University

Keywords:

Brand Image, Customer Loyalty, Food Quality

Abstract

A restaurant is a type of business that emphasizes product quality and service quality in a balanced way. So this research aims to determine the contribution of food quality and service quality to brand image and customer loyalty. Research was conducted on customers of the Kampung Empang Restaurant which carries a natural concept and is located in the city of Kendari. The total sample was 85 respondents. Data was collected using a questionnaire with a purposive sampling technique and analyzed using SmartPLS Structure Equation Modeling (SEM). The findings show that food quality has a significant positive effect on brand image but does not have a significant positive effect on customer loyalty directly. Meanwhile, service quality not only has a significant positive effect on brand image but also has a significant positive effect on consumer loyalty. Brand image has a significant positive effect on customer loyalty and brand image also mediates the relationship. These findings have a theoretical impact in terms of the relationship between the variables studied, and also provide managerial implications regarding managing restaurant customer loyalty which not only emphasizes quality food but also needs to guarantee speed and accuracy of service.

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