The Role of Brand Image, Promotions, and Product Quality in Shaping Customer Satisfaction and Loyalty

Authors

  • Stevani Stevani Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Silvia Sari Sitompul Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Dodi Agusra Sekolah Tinggi Ilmu Ekonomi Persada Bunda, Indonesia

Keywords:

Brand Image, Promotion, Product Quality,, Consumer Satisfaction, Consumer Loyalty

Abstract

This study aims to analyze the effect of brand image, promotion and product quality on the satisfaction and loyalty of supermi consumers in Pekanbaru city either partially or simultaneously. This study uses the analysis of multiple linear regression equations using the SPSS version 21 application, with a total sample of 100 supermi people in the city of Pekanbaru. The results of the first study showed that the brand image and product quality variables had a positive and significant effect on the consumer satisfaction variable, while the promotion variable had a positive but not significant effect on the consumer satisfaction variable. Then in the second test results obtained that the brand image and promotion variables have a positive and significant effect on the consumer loyalty variable, while the product quality variable has no and significant effect on consumer loyalty. Furthermore, in the results of the third test, it is also known that the variable customer satisfaction has a positive and significant impact on the supermi consumer loyalty variable in the city of Pekanbaru.

References

Adelia Adelia, J. S. (2011) 'Implementation of Customer Relationship Management (CRM) on Website and Desktop-Based Hotel Reservation System', Informatics Engineering and Information Systems, 6(2), p. 24.

Alma, Buchari. (2010). Marketing Management and Service Marketing. Bandung: Alfabeta.

Alo, Liliweri. (2011). Multiplicity Communication Multiplicity of Meanings. Jakarta: Kencana Prenada Media Group.

Agung, Kresnamurti R.P & Ariani Putri. (2012). The effect of product quality and brand image on consumer loyalty to federal oil products in the East Jakarta area. Econo Sains. Vol.10. No.1.

Akbar. (2012) Marketing Communication. Edited by Q. Media. Pasuruan

Andres Prijaya Chandra and Thomas Santoso (2019), The effect of brand image, product quality and price on purchasing decisions at mini melts Surabaya outlets. (vol.7 no. 1)

Arikunto, S. (2013) Research Procedures: A Practical Approach. Edited by R. Cipta. Jakarta.

Cindy Oktavia Cahayani. (2020). Analysis of the Effect of Lifestyle, Product Quality on Purchasing Decisions with Brand Image as an Intervening Variable (Case Study of J-Co Suzuya Mall Rantauprapat). Ecobisma (Journal of Business Economics and Management) 5 (2)

Cintya Damayanti, 7311411061 (2015) The Effect of Product Quality and Brand Image on Customer Loyalty with Consumer Satisfaction as an Intervening Variable (Study on Consumers of "Supermi" Products in Genuk Semarang District). Under Graduates Thesis, Semarang State University.

Daryanto, I. S. (2014) Consumers and Excellent Service. Edited by G. Media. Malang.

Della Sitta Kartika Sari. (2018). The Effect of Price, Product Quality and Location on Customer Loyalty Through Satisfaction as an Intervening Variable at Depot Noodle Pangsit Jember. STIE AUB Surakarta Management Study Program, Indonesia. Vol 5, No 2

Elda Jayanti. (2018). The Effect of Product Quality and Brand Image on Consumer Satisfaction and Customer Loyalty in Make Over Brand Beauty Products in Pekanbaru City. Jom Feb, Volume 1 Edition 1 (January - June 2018)

Firmansyah, A. (2019). Marketing Communication. Qiara Media Publisher. Pasuruan

Ganda Firdaus. (2018). The Effect of Promotion and Brand Image on Consumer Satisfaction and Loyalty of Simpati Prime Card Users in Sambutan District, Samarinda City. Faculty of Economics, Department of Management, University of August 17, 1945. Vol 7, No 2

Ghozali, I. (2011) Application of Multivarite Analysis with SPSS. 4th edn. Edited by U. Diponegoro. Semarang.

Husaini, Usman, (2010). Management: Theory, Practice and Educational Research, 3rd Edition,. Mold 1, Bumi Aksara, Jakarta.

https://www.topbrand-award.com/2020/05

I.heryanto (2015) 'Analysis of the influence of product, price, distribution, and promotion on purchasing decisions and their implications for customer satisfaction', Journal of Economics, Business & Entrepreneurship, 9(2), pp. 80-101. doi: 2443-2121Heryanto, I. (2015). Analysis of the influence of product, price, distribution, and promotion on purchasing decisions and their implications for customer satisfaction. Economics, Business & Entrepreneurship, 9(2), 80-101. http://doi.org/2443-2121.

Iriyanti, E. (2016) '1, 2, 3', 2(1), pp. 1-15.

Istiqarah Isa Putri. (2017). The Effect of Brand Image, Product Quality and Promotion on Consumer Satisfaction of Rotiboy Products in Banda Aceh City. Journal of Agribusiness of Unsyiah Agricultural Students 2 (2).

Jasfar, F. (2012). 9 Keys to Service Business Success. Salemba Empat. Jakarta.

Kotler, P. and G. A. (2012) Principles of Marketing. 13 Volume 1. Edited by Erlangga. Jakarta.

Kotler, P. and K. (2012) Marketing Management. Global to-. Edited by I. G. Group. Jakarta.

Kotler, P. and Armstrong, G. (2014) Principle Of Marketing. 15th edn. New Jersey: Pearson Prentice Hall.

Kristanto, K. and Adiwijaya, M. (2018). The Effect of Quality, Price, and Customer Experience on Customer Loyalty at Leko Restaurant. AGORA. 6 (1) 1-10

Muhammad Kurniawan. (2019). Analysis of Brand Image, Price, Service, and Promotion on Consumer Satisfaction in Palembang City (Case Study of Grab Consumers). Journal of Global Economics. Volume 4 Number 2

Nurmansyah. (2018) Introduction to Marketing Management. Edited by U. Press. Pekanbaru.

Pahlevi, R. (2014) 'The Effect of Satisfaction, Trust and Price on Consumer Loyalty to Green Products', Thesis.

Priyatno, D. (2017) For Correlation, Regression, and Multivariate Analysis. Edited by Andi. Yogyakarta.

Revi, Pilanti, Ghaisani. (2016). The Effect of Promotion on Consumer Loyalty at Suis Butchr Stak House Setiabudhi Bandung. The Journal of Gastronomy Turism. Vol. 3 (1)

Rizan, M., Saidani, B. and Sari, Y. (2012) 'The Effect of Brand Image and Brand Trust on Telkomsel Brand Loyalty', Indonesian Sain Management Research Journal, 3(1), pp. 1-7.

Roslina. (2010). Brand Image: Dimensions, Development Process and Measurement. Journal of Business and Management, Volume 6 No 3, May 2010: 333-346.

S. Basbeth, W. Hidayat, and S. Listyorini, (2016). The Effect of Promotion, Product Quality, and Brand Image on Indosat Im3 Customer Satisfaction (Study on the IM3 Community of State University Students in Semarang), Journal of Business Administration, vol. 5, no. 1.

Sangadji, E. M., and S. (2013) Consumer Behavior: Consumer Behavior and. Marketing Strategy. 2nd edn. Edited by Erlangga. Jakarta.

Sanusi, A. (2014) Business Research Methods. Edited by S. Four. Jakarta.

Sugiyono (2017) Statistics for Research. Edited by Alfabeta. Bandung.

Sumarwan, Ujang. (2011). Consumer Behavior: Theory and Its Application in Marketing. Bogor: Ghalia Indonesia

Swastha, B. and Sukotjo, I. (2010) Introduction to Modern Business. 3rd edn. Yogyakarta: Liberty.

Tjiptono (2015) Marketing Strategy. Edited by Andi. Yogyakarta.

Weenas, J. (2013) 'Product Quality, Price, Promotion and Service Quality Influence the Purchase Decision of Comforta Spring Bed', Journal of Economic Research, Management, Business and Accounting, 1(4), pp. 607-618. doi: 10.35794/emba.v1i4.2741.

Yoepitasari, A. H. and Khasanah, I. (2018) 'Analysis of the Effect of Product Quality, Promotion and Product Design on Purchasing Decisions with Brand Image as an Intervening Variable (Study on Yamaha Mio Brand Matic Motorcycle Consumers in Semarang City)', Journal of Organizational Management Studies, 15(1), p. 14. doi: 10.14710/jsmo.v15i1.21246.

Downloads

Published

2023-12-04

How to Cite

Stevani, S., Sitompul, S. S., & Agusra, D. . (2023). The Role of Brand Image, Promotions, and Product Quality in Shaping Customer Satisfaction and Loyalty. International Journal of Information System and Innovation Management (IJISIM), 1(2), 74-91. Retrieved from https://journal.al-matani.com/index.php/ijisim/article/view/737