Pengaruh Kualitas Produk, Citra Merek dan Promosi terhadap Loyalitas Pelanggan pada Mie “SKR” Jember
Abstract
Noodles are a food product made from wheat flour without the addition of other food ingredients. Noodles are a substitute for rice which is popular with all groups, especially students. Noodle culinary delights have mushroomed under various brand names. This research aims to determine the influence of product quality, brand image and promotion on loyalty to "Mie SKR Jember". The population in this research is consumers of SKR Jember Noodles. Samples were taken using the survey method. A sample size of 30 respondents with the n ≥ 30 method is a large sample. The analysis technique used is multiple linear regression. The results of this research indicate that product quality has no impact on customer loyalty. The brand image variable has no effect on customer loyalty, while promotion has no effect on loyalty to Mie "SKR" Jember.
Keywords: Brand Image; Customer Loyalty; Noodle Products; Product Quality; Promotion.
References
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Neupane, Ramesh. 2015. “The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK.” International Journal of Social Sciences and Management 2(1): 9–26.
Nursaid, Nursaid, Sapta Hadi Purnomo, and Nurul Qomariah. 2020. “The Impact of Service Quality and Institutional Image on the Satisfaction and Loyalty of Master of Management Students.” In 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019, Magelang: UM MAgelang, 156–61.
Prasmara, Ariska Estu, N. Rachma, and Alfian Budi Primanto. 2019. “Pengaruh Online Marketing Dan E-Service Quality Terhadap E-Loyalty Dengan E- Satisfaction Sebagai Variabel Intervening Pada Online Shop Khayrscraf.” e – Jurnal Riset Manajemen: 29–44.
Purnomo, Deddy Dwi, Permana. Anindya Restu, Dedy Irawan, and Nurul Qomariah. 2023. “THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE, AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY OF BEKAM THERAPY CENTER JEMBER.” International Journal of Management Science and Information Technology (IJMSIT) 3(2): 157–64. http://journal.lembagakita.org/index.php/IJMSIT/article/view/1309/1001.
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———. 2016. Marketing Adactive Strategy. Jember: Cahaya Ilmu. https://www.researchgate.net/publication/326623130_MARKETING_ADACTIVE_STRATEGY.
———. 2020. “Building Student Satisfaction and Loyalty Based on Service Quality and Institutional Image.” SSRG International Journal of Economics and Management Studies (SSRG-IJEMS) 7(9): 24–33. https://www.internationaljournalssrg.org/IJEMS/paper-details?Id=703.
Qomariah, Nurul, Mohammad Krisna Murti Pangestu, Toni Herlambang, and Ni Nyoman Putu. 2021. “The Role of Promotion and Service Quality in Increasing Consumer Satisfaction and Loyalty in Pawnshops.” Journal of Economics, Finance and Management Studies 4(10): 1948–60.
Rosalina, Mela, Nurul Qomariah, and Maheni Ika Sari. 2019. “Dampak Promosi , Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Oppo Smartphone.” Jurnal Penelitian IPTEKS 4(2): 161–74. http://dx.doi.org/10.32528/ipteks.v4i2.2455.
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Setiawan, Heri, Maria Magdalena Minarsih, and Azis Fathon. 2016. “Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Dengan Kepuasan Sebagai Variabel Intervening ( Studi Kasus Pada Nasabah Koperasi Rejo Agung Sukses Cabang Ngaliyan ).” Journal Of Management, 2(2). http://jurnal.unpand.ac.id/index.php/MS/article/view/492/478.
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Dewi, Shinthya Anisa, and Rulirianto. 2011. “PENGARUH CITRA PERUSAHAAN, KEPERCAYAAN PELANGGAN, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PT BUANA LANGGENG JAYA TULUNGAGUNG Shinthya.” J A B Jurnal Aplikasi Bisnis: 244–49.
Dimyati, Muhammad, and N Ari Subagio. 2016. “Impact of Service Quality, Price, and Brand on Loyalty with the Mediation of Customer Satisfaction on Pos Ekspres in East Java.” Mediterranean Journal of Social Sciences MCSER Publishing 7(4): 2039–9340.
Djanas, Asmiati. 2016. “Kualitas Pelayanan Dan Citra Perusahaan Terhadap Kepuasan Serta Dampaknya Terhadap Loyalitas Wisatawan.” JSM (Jurnal Sains Manajemen) Program V(2): 184–92.
Engel, J.F, R Blackwell, and Miniard. 2012. Perilaku Konsumen. Tangerang: Binarupa Aksara.
Fahrika, Afifa, N Rachma, and Afi Rachmat Slamet. 2019. “Pengaruh Online Marketing Dan E-Service Quality Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening Pada Online Shop Joyism Malang.” Jurnal Ilmiah Riset Manajemen 8(4): 52–63.
Ferdinand, Agusty. 2016. BP Undip 2 Metode Penelitian Manajemen: Pedoman Penelitian Untuk Skripsi, Tesis Dan Disertasi Ilmu Manajemen.
Habib, Jun. 2019. Pengaruh Social Media Marketing Terhadap Loyality Intentions Pada Pt . Bank Bni Syariah Kantor Cabang Medan. Medan.
Hakim, Lukman Nuzul. 2021. “Effect of Product Quality and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervenning Variables.” Economit Journal: Scientific Journal of Accountancy, Management and Finance 1(1): 48–56.
Https://kumparan.com/berita-hari-ini/sejarah-mie-ayam-dan-kandungan-gizinya-sebagai-kuliner-yang-banyak-digemari-1xrrDyVuMKF/3. 2024. “No Title.”
Hurriyati, R. 2015. Bauran Pemasaran Dan Loyalitas Konsumen. Bandung: Alfabeta.
Indarto, Erik Wahyu, Imam Suroso, Sudaryanto Sudaryanto, and Nurul Qomariah. 2018. “The Effect of Brand Image and Product Attributes on Customer Satisfaction and Customer Loyalty.” Jurnal Aplikasi Manajemen 16(3): 457–66.
Iriyanti, Emik, Nurul Qomariah, and Akhmad Suharto. 2016. “PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING PADA DEPOT MIE PANGSIT JEMBER.” Jurnal Manajemen Dan Bisnis Indonesia 2(1).
Juniantara, I Made Adi, and Tjokorda Gde Raka Sukawati. 2018. “PENGARUH PERSEPSI HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN DAMPAKNYA TERHADAP LOYALITAS KONSUMEN.” E-Jurnal Manajemen Unud 7(11): 5955–82. http://jurnal.untagsmg.ac.id/index.php/fe/article/view/207/270.
Kavengi, Grace. 2013. “The Impact of Bank Brand Image on Customer Satisfaction and Loyalty : A Case of Kenya Commercial Bank.” European Journal of Business and Management 5(21): 35–40.
Kotler. 2013. “Analisis Manajemen Pemasaran , Perencanaan, Impementasi Dan Pengendalian.” 1(3): 89.
Kotler, K, and K L Keller. 2016. “Manajemen Pemasaran, Buku 1, Edisi 13.” Indonesia: Erlangga.
Kotler, Philip, and Kevin Lane Keller. 2016a. Marketing Management. 15th ed. New York: Pearson Education, Inc.
———. 2016b. Marketing Management 15e. New Jersey: Person Prentice Hall, Inc.
Kurniawati, Dewi, Suharyono, and Andriani Kusumawati. 2014. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan.” Jurnal Administrasi Bisnis 14(2): 1–9. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/583.
Mendoza, Irma Milagros Carhuancho et al. 2020. “Determinants of Loyalty in a Private University.” International Journal of Scientific and Technology Research 9(2): 4549–54.
Mu’ah, Mesra Surya Ariefin, Masram, and Nurul Qomariah. 2021. “The Role of Cafe Atmosphere and Product Quality in Building Consumers ’ Trust and Loyalty.” International Journal of Economics and Management Studies 8(9): 44–47.
Mu’ah, Mu’ah, and Masram Masram. 2014. LOYALITAS PELANGGAN:Tinjauan Aspek Pelayanan Dan Biaya Peralihan. Sidoarjo: Zifatama.
Munisih, Siti, and Euis Soliha. 2015. “Pengaruh Kualitas Produk Terhadap Nilai Pelanggan Dan Kepuasan Pelanggan Dan Dampaknya Pada Loyalitas Pelanggan Apotek Dela Semarang.” Prosiding Seminar Nasional & Call for Paper. Fakultas Ekonomika dan Bisnis Universitas STIKUBANK Semarang 2(1): 1–16.
Mutmainnah, Mutmainnah. 2018. “Pengaruh Kualitas Layanan Dan Citra Perusahaan Terhadap Kepuasan Dan Loyalitas Nasabah.” Jurnal Manajemen dan Pemasaran Jasa 10(2): 201.
Muzammil, Abdul, Mukhlis Yunus, and Nurdasila Darsono. 2017. “Pengaruh Kualitas Pelayanan Dan Citra Perusahaan Terhadap Loyalitas Pelanggan Indihome Pt. Telkom Indonesia Di Banda Aceh Dengan Kepuasan Dan Kepercayaan Pelanggan Sebagai Variabel Mediasi.” Jurnal Manajemen dan Inovasi 8(3): 104–33. http://www.jurnal.unsyiah.ac.id/JInoMan/article/viewFile/9342/7643.
Naini, Nurul Fitrianis et al. 2022. “The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty.” Journal of Consumer Sciences 7(1): 34–50.
Neupane, Ramesh. 2015. “The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK.” International Journal of Social Sciences and Management 2(1): 9–26.
Nursaid, Nursaid, Sapta Hadi Purnomo, and Nurul Qomariah. 2020. “The Impact of Service Quality and Institutional Image on the Satisfaction and Loyalty of Master of Management Students.” In 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019, Magelang: UM MAgelang, 156–61.
Prasmara, Ariska Estu, N. Rachma, and Alfian Budi Primanto. 2019. “Pengaruh Online Marketing Dan E-Service Quality Terhadap E-Loyalty Dengan E- Satisfaction Sebagai Variabel Intervening Pada Online Shop Khayrscraf.” e – Jurnal Riset Manajemen: 29–44.
Purnomo, Deddy Dwi, Permana. Anindya Restu, Dedy Irawan, and Nurul Qomariah. 2023. “THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE, AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY OF BEKAM THERAPY CENTER JEMBER.” International Journal of Management Science and Information Technology (IJMSIT) 3(2): 157–64. http://journal.lembagakita.org/index.php/IJMSIT/article/view/1309/1001.
Pusparani, P., and N. Rastini. 2014. “Pengaruh Kualitas Produk Dan Brand Image Terhadap Kepuasan Konsumen Dan Loyalitas Pelanggan Kamera Canon Digital Single Lens Reflex (Dslr) Di Kota Denpasar.” E-Jurnal Manajemen Universitas Udayana 3(5): 255333.
Putro, Shandy Wijoyo, Hatane Semuel, and Ritky Karina MR Brahmana. 2014. “Pengaruh Kualitas Layanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Dan Loyalitas Konsumen Restoran Happy Garden Surabaya.” Jurnal Manajemen Pemasaran 2(1): 1–9. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1404.
Qomariah, Nurul. 2012. “Pengaruh Kualitas Layanan Dan Citra Institusi Terhadap Kepuasan Dan Loyalitas Pelanggan.” Jurnal Aplikasi Manajemen 10(1): 177–87. https://jurnaljam.ub.ac.id/index.php/jam/article/view/410/447.
———. 2016. Marketing Adactive Strategy. Jember: Cahaya Ilmu. https://www.researchgate.net/publication/326623130_MARKETING_ADACTIVE_STRATEGY.
———. 2020. “Building Student Satisfaction and Loyalty Based on Service Quality and Institutional Image.” SSRG International Journal of Economics and Management Studies (SSRG-IJEMS) 7(9): 24–33. https://www.internationaljournalssrg.org/IJEMS/paper-details?Id=703.
Qomariah, Nurul, Mohammad Krisna Murti Pangestu, Toni Herlambang, and Ni Nyoman Putu. 2021. “The Role of Promotion and Service Quality in Increasing Consumer Satisfaction and Loyalty in Pawnshops.” Journal of Economics, Finance and Management Studies 4(10): 1948–60.
Rosalina, Mela, Nurul Qomariah, and Maheni Ika Sari. 2019. “Dampak Promosi , Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Oppo Smartphone.” Jurnal Penelitian IPTEKS 4(2): 161–74. http://dx.doi.org/10.32528/ipteks.v4i2.2455.
Sanosra, Abadi, Eko Budi Satoto, Tomi Ismanto, and Nurul Qomariah. 2022. “Impact of Service Quality and Promotion on Satisfaction and Loyalty of Visitors to Red Island Tourism Destinations Banyuwangi.” Quest Journals Journal of Research in Business and Management 10(2): 78–86.
Saputra, Falla Ilhami. 2013. “Kualitas Layanan , Citra Dan Pengaruhnya Terhadap Loyalitas Melalui Kepuasan Pelanggan ( Studi Pada PT Bank Bni 46 Sentra Kredit Kecil Surabaya ).” Aplikasi Manajemen 11(3): 445–57.
Setiawan, Heri, Maria Magdalena Minarsih, and Azis Fathon. 2016. “Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Dengan Kepuasan Sebagai Variabel Intervening ( Studi Kasus Pada Nasabah Koperasi Rejo Agung Sukses Cabang Ngaliyan ).” Journal Of Management, 2(2). http://jurnal.unpand.ac.id/index.php/MS/article/view/492/478.
Suardana, I.W., N.M. Ariani, N.G.A.S. Dewi, and I.W. Darsana. 2017. “PENERAPAN E-MARKETING DALAM PENINGKATAN KUNJUNGAN DAN LOYALITAS WISATAWAN DI KAWASAN TULAMBEN.” Buletin Udayana Mengabdi 16(September): 72–77.
Subagja, Iwan Kurniawan, and Putri Herlanies Susanto. 2019. “Pengaruh Kualitas Pelayanan, Kepuasan Nasabah Dan Citra Perusahaan Terhadap Loyalitas Nasabah Pt. Bank Central Asia Tbk Kantor Cabang Pondok Gede Plaza.” Jurnal Manajemen Bisnis Krisnadwipayana 7(1): 69–84.
Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.
Sutrisno, Dwi Cahyono, and Nurul Qomariah. 2017. “ANALISIS KUALITAS PELAYANAN , KEPERCAYAAN SERTA CITRA KOPERASI TERHADAP KEPUASAN DAN LOYALITAS ANGGOTA.” Jurnal Sains Manajemen & Bisnis Indonesia 7(2): 157–74. http://jurnal.unmuhjember.ac.id/index.php/SMBI/article/view/1230/990.
Tamindael, Mauwelles, and Tommy Setiawan Ruslim. 2021. “Pengaruh Komunikasi Dan Citra Merek Terhadap Loyalitas Merek Dengan Kepercayaan Sebagai Mediasi.” Jurnal Manajerial Dan Kewirausahaan 3(1): 236.
Tjahjaningsih, Endang. 2013. “PENGARUH CITRA DAN PROMOSI TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN ( STUDI PADA PELANGGAN SUPERMARKET CARREFOUR DI SEMARANG ).” Media EKonomi dan Manajemen 28(2): 13–27. http://jurnal.untagsmg.ac.id/index.php/fe/article/view/207/270.
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Published
2024-06-20
Section
Articles
Copyright (c) 2024 Desta Rezzy Anggraini, Kurnia Faizah, Ghinadya Canceriani Putri, Nanda Kurniati Maulida, Nurul Qomariah
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