The Effect of Product Quality, Brand Image, and Menu Variety on Customer’s Loyalty Through Customer’s Satisfaction as An Intervening Variable

Abstract

This research aims to know the effect of product quality, brand image, and menu variety to the customer’s loyalty through customer’s satisfaction. The research population is obtained from the customers of Resto Ocean Garden Soekarno Hatta Malang. The population sample taken in the research is about 263 respondents. Within the data collection, this research employs questionnaire. From the path analysis method, it shows that the quality of product, image of brand, and menu variety directly affect to the loyalty of customer or indirectly affect to the satisfaction of customer. This research concludes that the product quality, brand image, and menu variety both directly and indirectly affect to build the loyalty of customers through their satisfaction. In last, based on the research result, it recommends to create new innovations to boost the customer’s satisfaction.

Keywords: Product Quality, Brand Image, Menu Variety, Customer’s Loyalty, Customer’s Satisfaction