Pengaruh Brand Love dan Kebersihan Tempat terhadap Kepuasan Pelanggan di Rumah Makan Durian NA
DOI:
https://doi.org/10.55606/jumbiku.v6i1.7673Keywords:
Brand Love, Cleanliness, Customer Satisfaction, Marketing Strategy, RestaurantAbstract
Increasing competition in the culinary industry requires businesses not only to provide high-quality products but also to foster customers' emotional attachment to the brand and maintain a clean and comfortable dining environment to enhance customer satisfaction. This study aims to analyze the influence of Brand Love and cleanliness on customer satisfaction at Rumah Makan Durian NA, both partially and simultaneously. The study employed a quantitative approach using an associative research design. A total of 100 respondents were selected through purposive sampling, and data were collected using questionnaires. The data were analyzed using multiple linear regression with IBM SPSS. The findings indicate that Brand Love has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.518 and a significance value of 0.000. Cleanliness also has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.698 and a significance value of 0.000. Simultaneously, Brand Love and cleanliness significantly influence customer satisfaction, as indicated by an F-value of 64.527 and a significance value of 0.000. The Adjusted R Square value of 0.571 indicates that both independent variables explain 57.1% of the variation in customer satisfaction, while the remaining 42.9% is explained by other factors outside the scope of this study. These findings highlight that strengthening customers' emotional attachment to the brand while maintaining a clean dining environment are essential strategies for improving customer satisfaction.
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