Pengaruh Service Quality, Product Quality, Brand Trust, Terhadap Customer Loyalty dan Customer Satisfaction Sebagai Mediasi pada Konsumen Restoran Hokben di Jakarta
DOI:
https://doi.org/10.57185/mutiara.v4i3.487Keywords:
service quality, product quality, brand trust, customer satisfaction, customer loyaltyAbstract
This study aims to analyze the influence of Service Quality, Product Quality, Brand Trust, and Customer Satisfaction on Customer Loyalty at HokBen restaurants in Jakarta. The rapid growth of the food and beverage industry in Indonesia, especially Japanese fast food restaurants, has increased competition, making customer loyalty a key success factor. This study uses a quantitative approach with a descriptive and causal research design. Data were collected through questionnaires distributed to 211 respondents selected using purposive sampling based on predetermined criteria. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results show that Product Quality and Brand Trust have a positive and significant effect on Customer Loyalty, while Service Quality has no significant effect. In addition, Product Quality and Brand Trust have a significant effect on Customer Satisfaction, while Service Quality has no significant effect. Customer Satisfaction is proven to have a positive and significant effect on Customer Loyalty. These findings suggest that to increase customer loyalty, HokBen needs to prioritize product quality and brand trust, because service quality alone does not directly contribute to satisfaction or loyalty. This research contributes theoretically to the understanding of customer loyalty formation in the context of fast food restaurants and practically provides strategic recommendations for restaurant management.
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