ANALYSIS OF THE EFFECT OF BRAND IMAGE,PRODUCT QUALITY, AND SERVICE QUALITY ON CUSTOMER LOYALTY ( A CASE STUDY AT HEN'S KITCHEN SURAKARTA)

Abstract

Abstract: Competition in the catering industry requires bussinesess to maintain long-term customer relationship.This Study examinaste effect of brand image,product quality, and serviice quality on customer loyalty at Hen's Kitchen Surakarta and identifies variable with the strongest relatif influence. A quantitative approach with an associative desaigh was employed. Data were collected  through-a five- point likert scale questionnaire from 100 customers selected using purposive sampling,with the criterion of having purchased Hen's Kitchen product at least once.Data were analized using multiple linear regression,t-test,F-test,Coefficient of determination (R² ) and Comparison of Standardized Coeffisient Beta. The Results Showed that brand image had a positive and Significant effect on customer loyalty (t =6.324; p = 0.000). Product quality also had positive and signifcant effect (t = 10.019; p =0.000), as did service quality (t = 6.089; p = 0.000). Simultaneously the three significantly  variable affected customer loyalty ( F = 59.054; P = 0.000 ) With R²  = 0.649, indicating that 64.9% of customer loyalty variation was eplained by the model. Product quality has strongerst relative influence (B = 0,612). The findings indicate that product quality should be prioritized while maintaning brand image and service quality to strengthen customer loyalty

Keyword: brand image;product quality;servis quality;customer loyalty;catering.