The Influence of Service Quality and Brand Image on Customer Satisfaction at Nasi Kebuli Bin Thalib Restaurant, Pangkalan Bun
DOI:
https://doi.org/10.30659/jrbi.v23i2.52871Keywords:
Brand Image, Customer Satisfaction, Consumer Behavior, Restaurants, Service Quality.Abstract
This study aims to analyze the influence of service quality and brand image on customer satisfaction at the Nasi Kebuli Bin Thalib Restaurant in Pangkalan Bun, Central Kalimantan. Increasingly fierce competition in the culinary business demands that businesses improve service quality and build a strong brand image to satisfy customers. Customer satisfaction is a crucial factor in retaining customers and encouraging repeat purchases. This study employed a quantitative approach with a survey method. The population comprised all customers of the Nasi Kebuli Bin Thalib Restaurant who had ever made a purchase. The sampling technique used purposive sampling, with respondents being at least 18 years old and having previously made a purchase at the restaurant. Data were collected through a questionnaire using a five-point Likert scale. The research results show that service quality has a positive and significant effect on customer satisfaction. Furthermore, brand image has also been shown to have a positive and significant effect on customer satisfaction. These findings suggest that the better the service quality and the stronger the restaurant's brand image, the higher the level of customer satisfaction. This research provides implications that restaurant management needs to continue to improve service quality and strengthen brand image in order to create a satisfying experience for customers and increase customer loyalty.
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