Pengaruh Kualitas Pelayanan dan Brand Image Terhadap Loyalitas Pelanggan Pada Kopi Kenangan Di Mustikajaya

Abstract

Abstract.
This study aims to analyze the influence of service quality and brand image on customer loyalty at Kopi
Kenangan in Mustikajaya. The research is motivated by the intense competition in the ready-to-drink coffee
industry, which requires companies to maintain excellent service quality and a strong brand image to sustain
customer loyalty. This study employs a quantitative approach using a survey method by distributing
questionnaires to 60 customers of Kopi Kenangan in Mustikajaya. Data were analyzed using validity and
reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that
service quality has a positive and significant effect on customer loyalty (β = 0.421; t = 4.112; sig = 0.000).
Brand image also shows a positive and significant effect on customer loyalty (β = 0.389; t = 3.884; sig =
0.000). Simultaneously, service quality and brand image significantly influence customer loyalty (F = 42.118;
sig = 0.000). The coefficient of determination (R²) value of 0.623 indicates that 62.3% of customer loyalty
variation is explained by service quality and brand image, while the remaining 37.7% is influenced by other
factors outside this study. These findings confirm that improving service quality and strengthening brand
image are essential strategies for Kopi Kenangan in Mustikajaya to build and maintain sustainable customer
loyalty.
Keywords: Service Quality, Brand Image, Customer Loyality, Kopi Kenangan, Mustikjaya