Jurnal Manajemen, Bisnis dan Organisasi (JUMBO)
Vol 3, No 1 (2019): Jurnal Jumbo Vol 3 No 1

PENGARUH SERVICE QUALITY, FOOD QUALITY DAN ENVIRONMENT TERHADAP LOYALITAS PELANGGAN YANG DIMODERASI OLEH BRAND IMAGE (The Effect of Service Quality, Food Quality, and Environment on Customer Loyalty in Brand Image as Moderating)

Rahmayunita Rahmayunita (Program Studi Ilmu Manajemen, Program Pascasarjana, Universitas Halu Oleo)
Rahmat Madjid (Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo)
Nasrul Nasrul (Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo)

Article Info

Publish Date
16 Feb 2019

Abstract

This study is aimed to determine the effects of service quality, food quality and environment on customer loyalty of Padang cuisine in Sederhana Restaurant, Kendari and the role of brand image as a moderating effect of service quality, food quality and environment on customer loyalty of the restaurant. The sample of this study was 110 customers and used purposive sampling as sampling technique. Applying Partial Least Square (PLS) analysis, the results show that service quality has no significant effect on customer loyalty, while food quality and environment have a significant effect on customer loyalty. Furthermore, brand image acts as a moderating effect of service quality on customer loyalty. However, in terms of food quality and environment, it cannot act as a moderating variable.Keywords: Service Quality, Food Quality, Environment, Brand Image, Customer Loyalty

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Journal Info
Jurnal Manajemen, Bisnis dan Organisasi (JUMBO)
Website

Abbrev

JUMBO

Publisher

Universitas Halu Oleo

Subject

Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

JUMBO (Jurnal Manajemen, Bisnis dan Organisasi) adalah jurnal yang memuat tentang hasil-hasil penelitian ilmu manajemen, bisnis dan organisasi baik pada organisasi privat yang berorientasi pada profit maupun organisasi publik yang berorientasi ...