How the Influence of Brand Equity, Perceived Quality on Loyalty, Mediated Trust and Customer Satisfaction: Foodservice Sector in Indonesia
Keywords:
customer loyalty, customer satisfaction, creative economy, food service, digital influencersAbstract
This research seeks to examine the impact of brand equity and perceived quality on customer loyalty, with customer trust and customer happiness serving as mediating factors among patrons of Cafe & Resto the Bahagia in Bontang City. The cafe and restaurant sector in Indonesia is undergoing notable post-pandemic changes, necessitating a marketing approach that may enhance client loyalty sustainably. The study used a quantitative methodology with a proportionate random sample strategy, including 375 participants. Data analysis was conducted via Structural Equation Modeling with Partial Least Squares (SEM-PLS). Based on SEM analysis, this research tested confirmatively, to provide a sequential explanation of customer trust that creates loyalty in the foodservice sector. The research found that brand equity and perceived quality positively affect customer loyalty. Perceived quality drives customer trust, contentment, and loyalty. Client trust greatly affects customer satisfaction but not loyalty. Customer happiness is the main factor in customer loyalty. Additional research shows that brand equity does not greatly affect consumer trust, although it does impact early customer opinions. All external factors significantly affect customer loyalty, directly and indirectly via mediating variables. This research establishes that consumer loyalty in the restaurant sector is mostly shaped by real experience and service quality rather than only by brand perception; hence, business stakeholders must emphasize enhancing service quality and customer satisfaction.
References
Aaker, D. A. (1991). Managing Brand Equity Capitalising on the value of Brand Name, The Free. The Free Press, 13(1), 411–423.
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120. https://doi.org/10.2307/41165845
Ahn, J., & Kwon, J. (2020). CSR perception and revisit intention: the roles of Trust and commitment. Journal of Hospitality and Tourism Insights, 3(5), 607–623. https://doi.org/10.1108/JHTI-02-2020-0022
Bitner, M. J., & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality. Service Quality: New Directions in Theory and Practice, 34(2).
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052
Carranza, R., Díaz, E., & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of Trust. Journal of Hospitality and Tourism Technology, 9(3), 380–396. https://doi.org/10.1108/JHTT-09-2017-0104
Cetin, G., & Dincer, F. I. (2014). Influence of customer experience on Loyalty and word-of-mouth in hospitality operations. Anatolia, 25(2), 181–194. https://doi.org/10.1080/13032917.2013.841094
Clottey, T. A., Collier, D. A., & Stodnick, M. (2008). Drivers Of Customer Loyalty in a Retail Store Environment. Journal of Service Science (JSS), 1(1), 35–48. https://doi.org/10.19030/JSS.V1I1.4300
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
Eser, A. (2026). Indonesia Restaurant Industry Statistics. ZIPDO EDUCATION REPORT. https://zipdo.co/indonesia-restaurant-industry-statistics/?utm_source=chatgpt.com
Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70–87. https://doi.org/10.1177/002224299906300205
Gil, R. B., Andrés, E. F., & Salinas, E. M. (2007). Family as a source of consumer‐based brand equity. Journal of Product & Brand Management, 16(3), 188–199. https://doi.org/10.1108/10610420710751564
Granada, F. F., Torres, C. O., Joy, K., Varquez, L., & Schneider, F. (2025). Influence of Customer Trust and Perceived Risk on Willingness to Revisit in Airbnb Accommodation. European Journal of Management and Marketing Studies, 10(1). https://doi.org/10.46827/EJMMS.V10I1.2014
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2022). Partial Least Squares Structural Equation Modeling ( PLS-SEM) Using R. Springer. https://doi.org/10.1007/978-3-030-80519-7
Haji, S. A. (2021). Pengaruh Kualitas Pengalaman Terhadap Niat Berperilaku Wisatawan Dimediasi Persepsi Nilai, Kebahagiaan Dan Kepuasan Wisatawan (Studi Pada Wisata Pulau Dodola di Kabupaten Pulau Morotai, Maluku Utara).
Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty. Journal of Business Ethics, 163(1), 151–166. https://doi.org/10.1007/s10551-018-4015-y
Isikwei, F. O., & Amadi, C. (2024). Relationship Marketing and Customers' Revisit Intention to Hotels in Calabar, Cross River State. European Journal of Hospitality and Tourism Research, 12(2), 71–92. https://doi.org/10.37745/ejhtr.2013/vol12n27192
Jeon, S., Kang, I., & Lee, S. (2004). The relationship between persistence of abnormal earnings and usefulness of accounting information in hotel companies. Tourism Management, 25(6), 735–740. https://doi.org/10.1016/j.tourman.2003.09.010
Khoi, B., & Cuong, D. T. (2019). The Relationship between Service Quality, Satisfaction, Trust, and Customer Loyalty: A Study of Convenience Stores in Vietnam. Our of Adv Research in Dynamical & Control Systems, 11(1), 1–7. https://www.researchgate.net/publication/336128765_The_Relationship_between_Service_Quality_Satisfaction_Trust_and_Customer_Loyalty_A_Study_of_Convenience_Stores_in_Vietnam
Kim, W. G., & Kim, H. B. (2004). Measuring Customer-Based Restaurant Brand Equity. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115–131. https://doi.org/10.1177/0010880404264507
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value, and satisfaction on customers' revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/J.JRETCONSER.2019.05.005
Kotler, P. (2017). Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing, 9(2), 203–208. https://doi.org/10.1108/JHRM-11-2016-0027
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). MARKETING 4.0 (moving from traditional to digital) PHILIP KOTLER. In by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. All rights reserved.
Kotler, P., & Keller, K. L. (2016). Marketing Management (Global, Vol. 15e). Pearson Education Limited. https://www.academia.edu/34621802/
Kotler, Philip, & Armstrong, G. (2016). Principles of Marketing. In Pearson Education Limited (sixteenth). www.pearsonglobaleditions.com
Kusuma, D., Manajemen, H., Ekonomi, F., Bisnis, D., Brawijaya, U., Ananda, I., & Hussein, S. (2023). Pengaruh Product Quality, Service Quality, dan Perceived Value terhadap Repurchase Intention. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 2(3), 660–674. https://doi.org/10.21776/JMPPK.2022.02.3.09
Levitt, T. (1960). Marketing Myopia. Harvard Business Review, 1–15.
Liu, C. H., Lapuz, M. C. B., & Gan, B. (2024). How service quality affects consumer revisit behavior in chain restaurants: Lessons from COVID-19. International Journal of Hospitality Management, 121, 103774. https://doi.org/10.1016/J.IJHM.2024.103774
Nadarajah, G., & Ramalu, S. S. (2017). Effects of Service Quality, Perceived Value, and Trust on Destination Loyalty and Intention to Revisit Malaysian Festivals among International Tourists. International Journal of Recent Advances in Multidisciplinary Research, 4(12), 1–6. https://www.researchgate.net/publication/323847844
Nisaputra, R. (2022). Peluang Bisnis Kafe dan Resto Bangkit dari Masa Pandemi | Infobanknews. Infobanknews. https://infobanknews.com/peluang-bisnis-kafe-dan-resto-bangkit-dari-masa-pandemi/?
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(SUPPL.). https://doi.org/10.2307/1252099
Oude Ophuis, P. A. M., & Van Trijp, H. C. M. (1995). Perceived quality: A market-driven and consumer-oriented approach. Food Quality and Preference, 6(3), 177–183. https://doi.org/10.1016/0950-3293(94)00028-T
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Patterson, P. G., & Johnson, L. W. (1993). Disconfirmation of Expectations and the Gap Model of Service Quality: An Integrated Paradigm. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6.
Pham, L. T. M., Do, H. N., & Phung, T. M. (2016). The Effect of Brand Equity and Perceived Value on Customer Revisit Intention: A Study in Quick-Service Restaurants in Vietnam. Acta Oeconomica Pragensia, 24(5), 14–30. https://doi.org/10.18267/J.AOP.555
Rezeki, M. R., Majid, M. S. A., & Kassim, S. H. (2023). The effect of e-service quality on e-loyalty of Islamic banking customers: Does e-satisfaction act as a mediator? Jurnal Ekonomi & Keuangan Islam, 9(2), 228–245.
Ryu, K., Lee, H., & Kim, W. G. (2011). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. 24(2), 200–223. https://doi.org/10.1108/09596111211206141
Sarvari, N. G. (2012). Destination Brand Equity, Satisfaction, and Revisit Intention: An Application in TRNC As a Tourism Destination. Eastern Mediterranean University September, (1–85).
Sayed Soliman, H. (2011). Customer Relationship Management and Its Relationship to the Marketing Performance. International Journal of Business and Social Science, 2(10). www.ijbssnet.com
Suariedewi, I. G. A. A. M., & Suprapti, N. W. S. (2020). Effect of Mobile Service Quality on E-Trust to Develop E-Satisfaction and E-Loyalty Mobile Banking Services. International Research Journal of Management, IT & Social Sciences, 7(1), 185–196.
Tciptono, F. (2016). Service, Quality, and Satisfaction. ANDI Yogyakarta, 2013–2017.
Uma Sekaran, R. B. (2016). Research Methods for Business. UK, 7, 1–447.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Žabkar, V., Brenčič, M. M., & Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction, and behavioural intentions at the destination level. Tourism Management, 31(4), 537–546. https://doi.org/10.1016/J.TOURMAN.2009.06.005
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Lukman Iskandar, Muhammad Risal, Fenty Fauziah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
