KEPUASAN PELANGGAN BASO URAT SATURNUS: STUDI EMPIRIS KUALITAS PELAYANAN DAN CITRA MEREK

Authors

  • Ifa Latifah Manajemen, Universitas Widyatama
  • Yenny Maya Dora Manajemen, Universitas Widyatama
  • Nugraha Saefudin Manajemen, Universitas Widyatama

DOI:

https://doi.org/10.15575/fjsfm.v4i2.29458

Keywords:

Citra Merek, Kepuasan Pelanggan, Kualitas Pelayanan

Abstract

Usaha saat ini harus bersiap bersaing untuk mempertahankan pangsa pasar dan meningkatkan kegiatan usaha. Penelitian ini bertujuan untuk menilai kualitas layanan, citra merek, dan kepuasan pelanggan di Baso Urat Saturnus-Margahayu Raya Bandung dengan menggunakan metode deskriptif dan verifikatif. Penelitian ini melibatkan seluruh pelanggan dari tempat tersebut, menggunakan metode sampling purposive non-probability dengan 100 responden. Data dikumpulkan kuesione dan dianalisis dengan uji regresi berganda. Hasil penelitian menyatakan kualitas layanan secara parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Sedangkan,  citra merek memiliki pengaruh negatif dan signifikan terhadap kepuasan pelanggan. Implikasi temuan ini mencerminkan urgensi bagi bisnis untuk memprioritaskan peningkatan kualitas layanan guna meningkatkan kepuasan pelanggan. Namun, secara kontras, adanya pengaruh negatif dari citra merek menegaskan pentingnya pendekatan holistik dalam manajemen merek untuk memastikan tidak hanya kualitas layanan yang ditingkatkan, tetapi juga citra merek yang positif guna memenuhi harapan pelanggan secara keseluruhan. Baso Urat saturnus-Margahayu perlu berhati-hati dalam membangun citra merek. Citra merek yang terlalu tinggi dapat menimbulkan ekspektasi yang terlalu tinggi pula dan menyebabkan kepuasan pelanggan menurun.

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Published

2023-11-21

Issue

Vol. 4 No. 2 (2023): Finansha: Journal of Sharia Financial Management

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Articles

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