The Influence of Brand Image and Service Quality on Customer Satisfaction: A Case Study at Toko BASMALAH Pajaran Branch, Pasuruan Regency
Keywords:
Brand Image, Service Quality, Customer SatisfactionAbstract
Introduction/Main Objectives: This study analyzes the influence of brand image and service quality on customer satisfaction at Toko BASMALAH, a modern Islamic retail chain in Pasuruan, Indonesia.
Background Problems: There is a lack of clear empirical evidence on the key drivers of customer satisfaction—specifically the roles of brand image versus service quality—within the unique context of modern Islamic retail. This knowledge gap makes it strategically challenging for businesses in this sector to allocate resources effectively to improve customer satisfaction.
Novelty: The research contributes to understanding consumer behavior specifically within Islamic retail settings, providing targeted insights for practitioners in this niche market.
Research Methods: The study uses a quantitative method, conducting a survey of 100 customers and analyzing the data with multiple linear regression analysis.
Finding/Results: Service quality has a significant and positive effect on customer satisfaction. Brand image does not have a significant effect on customer satisfaction. Approximately 59.9% of the variance in customer satisfaction is explained by the combined factors of brand image and service quality.
Conclusion: The findings emphasize the critical role of enhancing service quality to improve customer satisfaction. They also suggest that strengthening the brand image can support this improvement. The research provides actionable insights for retail practitioners aiming to optimize performance through service excellence and brand management.
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