Analysis of Service Quality and Brand Image its Influence on Customer Loyalty with Customer Satisfaction as Intervening Variable (Study on Dabu Dabu Lemong Manado Restaurant)

Maria Mawa; Altje Tumbel; Agus Soepandi Soegoto

Maria Mawa Student of Management Masters Study Program, Postgraduate Faculty of Economics, Sam Ratulangi University, Manado
Altje Tumbel Postgraduate Faculty of Economics, Sam Ratulangi University, Manado
Agus Soepandi Soegoto Postgraduate Faculty of Economics, Sam Ratulangi University, Manado

Keywords: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty

Abstract

This study aims to analyze the effect of service quality and brand image on customer loyalty with customer satisfaction as an intervening variable at Dabu Dabu Lemong Restaurant Manado. The research uses quantitative methods. For data analysis techniques using path analysis techniques (path analysis). By using a questionnaire containing 34 indicators. The study was conducted in the city of Manado, Indonesia with a total of 100 respondents with the characteristics of having visited or transacted at the Dabu Dabu Lemong restaurant more than 3 times. The results of the study revealed that(1)Service Quality does not have a significant effect on Customer Loyalty Manado Dabu Dabu Lemong Restaurant. (2)Brand Image no significant effect on Customer Loyalty Manado Dabu Dabu Lemong Restaurant. (3) Service Quality has a significant effect on Customer Satisfaction at Dabu Dabu Lemong Manado Restaurant. (4) Brand Image has a significant effect on Customer Satisfaction at Dabu Dabu Lemong Manado Restaurant. (5) Customer Satisfactionsignificant effect on Customer Loyalty Manado Dabu Dabu Lemong Restaurant. (6)Service Quality significant indirect effect on Customer Loyalty through Customer Satisfaction as an intervening variable. (7)Brand Image significant indirect effect on Customer Loyalty through Customer Satisfaction as an intervening variable.

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