The Influence of Brand Image, Product Quality and Service Quality on Customer Loyalty at Gudeg Lumintu Restaurant in Jember Regency

Authors

  • Ratih Puspitorini Yekti Ambarkahi State Polytechnic of Jember
  • Pascawati Savitri Universitasari State Polytechnic of Jember
  • Raden Roro Lia Chairina State Polytechnic of Jember
  • Ponti Primastuti Aulia Nugraheni State Polytechnic of Jember
  • Candra Herdiana Indah Tiara Ayuni State Polytechnic of Jember

DOI:

https://doi.org/10.47134/jobm.v2i3.144

Keywords:

Brand Image, Product Quality, Service Quality, Customer Royalty

Abstract

This study aims to analyze (1) the effect of brand image, product quality and service quality on customer loyalty at Gudeg Lumintu Restaurant in Jember Regency simultaneously or partially, (2) variables that have a dominant influence  on customer loyalty at Gudeg Lumintu Restaurant. The data is taken directly from the respondents using a survey method through a questionnaire. The sampling technique used is incidental sampling with a sample of 40 respondents. The data an alysis technique used is multiple linear regression analysis, coefficient of determination analysis, F test and t test. The results of data analysis using SPSS 23 software show that (1) simultaneously, brand image variables (X1), product  quality (X2) and service quality (X3) have a significant effect on customer loyalty  (Y), (2) partially, image variables brand (X1) and product quality variable (X2)  have a significant effect on customer loyalty (Y), while the service quality variable  (X3) has no significant effect on customer loyalty (Y), (3) the variable that has a dominant influence on customer loyalty (Y ) is product quality (X2).

References

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Published

2025-05-15

How to Cite

Ambarkahi, R. P. Y., Universitasari, P. S., Chairina, R. R. L., Nugraheni, P. P. A., & Ayuni, C. H. I. T. (2025). The Influence of Brand Image, Product Quality and Service Quality on Customer Loyalty at Gudeg Lumintu Restaurant in Jember Regency. Journal of Business Management, 2(3), 122–127. https://doi.org/10.47134/jobm.v2i3.144

Issue

Vol. 2 No. 3 (2025): April (In Progress)

Section

Articles

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Copyright (c) 2025 Ratih Puspitorini Yekti Ambarkahi, Pascawati Savitri Universitasari, Raden Roro Lia Chairina, Ponti Primastuti Aulia Nugraheni, Candra Herdiana Indah Tiara Ayuni

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