Food Quality, Service Quality dan Brand Image sebagai Pembentuk Brand Loyalty: Studi Kasus pada : Pizza Hut Delivery
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Institusion
STIE Indonesia Banking School
Author
Ibrahim, Jozzy Ichsanu
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-16 07:22:21
Abstract :
Today in the food service industry at Indonesia has experienced a very significant development, people who want to do things efficiently and effectively. This study was conducted to identify whether the quality of the service, the food quality, and brand image as forming on the brand loyalty of consumers who never consumed Pizza Hut Delivery. This research is quantitative descriptive. To measure this study using 155 respondents using SEM calculation. Results from this study is the quality of service and quality of food has positive effect on satisfaction and satisfaction also have a positive relationship with a willingness to pay a premium price, willingness to recommend and repurchase, the dimensions of brand loyalty also have a significant impact and a positive to brand image. Keywords: Food Quality, Service Quality, Satisfaction, Brand Image, Willingness to Pay Premium Prices, Willingness to Recommend, Repurchase Intention.
Today in the food service industry at Indonesia has experienced a very significant development, people who want to do things efficiently and effectively. This study was conducted to identify whether the quality of the service, the food quality, and brand image as forming on the brand loyalty of consumers who never consumed Pizza Hut Delivery. This research is quantitative descriptive. To measure this study using 155 respondents using SEM calculation. Results from this study is the quality of service and quality of food has positive effect on satisfaction and satisfaction also have a positive relationship with a willingness to pay a premium price, willingness to recommend and repurchase, the dimensions of brand loyalty also have a significant impact and a positive to brand image. Keywords: Food Quality, Service Quality, Satisfaction, Brand Image, Willingness to Pay Premium Prices, Willingness to Recommend, Repurchase Intention.
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