Increase Brand Loyalty Through Customer Satisfaction at Restaurants

The pattern of consumer behavior after making a purchase determines brand loyalty. This behavior tends to be committed to a particular product or brand and will continue to make repeated purchases. Accordingly, brand loyalty is a crucial component in ensuring business continuity. With the use of customer satisfaction, this study seeks to examine the impact of product and service quality on brand loyalty. Using customer satisfaction, this study seeks to examine the effect of product and service quality on brand loyalty at Bakso Lapangan Tembak Restaurant, one of the leading eateries in Jakarta and its surroundings by providing questionnaire tools to a total of 261 customers. Data was analyzed using SEM PLS with the assistance of Smart PLS software. The findings demonstrated how brand loyalty is directly impacted by customer satisfaction and service quality. This is due to the fact that satisfied customers and high-quality services encourage repeat business, which ultimately boosts brand loyalty. The findings demonstrated how brand loyalty is directly impacted by customer satisfaction and service quality. This is due to the fact that satisfied customers and high-quality services encourage repeat business, which ultimately boosts brand loyalty. Evidently, product quality has no direct impact on brand loyalty, in contrast to service quality and consumer happiness. The relationship between the quality of the brand and the quality of the product might be mediated through customer satisfaction.