“PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN PROMOSI TERHADAP LOYALITAS KONSUMEN MELALUI KEPUTUSAN PEMBELIAN DI C’BEZT FRIED CHICKEN JEMBER”

IVAN, SEBASTIAN “PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN PROMOSI TERHADAP LOYALITAS KONSUMEN MELALUI KEPUTUSAN PEMBELIAN DI C’BEZT FRIED CHICKEN JEMBER”. PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN PROMOSI TERHADAP LOYALITAS KONSUMEN MELALUI KEPUTUSAN PEMBELIAN DI C’BEZT FRIED CHICKEN JEMBER, 24 (11). pp. 1-12. ISSN 3025-9495

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Abstract

ABSTRACT This study aims to analyze the influence of product quality, brand image, and promotion on customer loyalty, with purchase decisions as a mediating variable, at C'Bezt Fried Chicken Jember. The competitive culinary industry, particularly fast food, demands a deep understanding of the factors influencing purchase decisions and customer loyalty. Product quality, brand image, and promotion are considered key determinants in this context. The research method employed is descriptive quantitative with a path analysis approach. The research population consists of C'Bezt Fried Chicken Jember customers, with a sample of 50 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using SPSS. The findings reveal that promotion has a significant effect on purchase decisions. Product quality and purchase decisions significantly affect customer loyalty. However, product quality and brand image do not directly influence purchase decisions. Furthermore, brand image and promotion do not directly affect customer loyalty. Purchase decisions are proven to mediate the effect of product quality and brand image on customer loyalty. Promotion indirectly affects customer loyalty through purchase decisions. The implications of this study highlight the importance of maintaining and enhancing product quality, as well as optimizing promotional strategies to encourage repeat purchase decisions and build long-term customer loyalty. Keywords: Product Quality, Brand Image, Promotion, Customer Loyalty, Purchase Decision

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	19 Jan 2026 04:46
Last Modified:	19 Jan 2026 04:46
URI:	http://repo.itsm.ac.id/id/eprint/1654

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