The Effect of Optimization of Service Quality and Brand Image Credibility Towards Customer Loyalty at Kedai Mayan Bandung
DOI:
https://doi.org/10.59890/ijmbi.v4i5.68Keywords:
Optimization of Service Quality, Brand Image Credibility, Customer Loyalty, Kedai MayanAbstract
This study aims to analyze the effect of optimizing service quality and brand image credibility on customer loyalty at Kedai Mayan Bandung. The study uses a quantitative method with a descriptive-verification approach. The study population is based on 34,857 consumer visits during December 2024–November 2025, while a sample of 100 respondents is determined using the Slovin formula and selected through non-probability sampling with an incidental sampling technique. Data were collected through observation, interviews, and Likert scale questionnaires, then analyzed using SPSS 26 through validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, F test, and t test. The descriptive results show that optimizing service quality obtained an average score of 2.44, brand image credibility 2.46, and customer loyalty 2.35; all three are in the poor category. The regression equation obtained is Y = 10,000 + 0.210X₁ + 0.450X₂ + ε. Simultaneously, service quality and brand image have a positive and significant effect on customer loyalty (F = 3.678; p = 0.029), with a reported R Square of 0.809. Partially, service quality has a positive and significant effect (t = 2.800; p = 0.006), as does brand image (t = 5.500; p < 0.001). These findings emphasize the importance of service consistency, strengthening brand identity, and improving customer experience to increase loyalty.
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