STUDY OF BRAND IMAGE, CREATIVE MARKETING IN MEDIATING PRODUCT QUALITY AND SERVICE QUALITY ON CONSUMER LOYALTY AT MCDONALD'S DKI JAKARTA AREA DURING THE COVID-19 PANDEMIC

Authors

  • Hery Winoto Tj Faculty of Economics and Business, Krida Wacana Christian University, Jakarta 11470, Indonesia Center of Innovation in Applied Management and Behavioral Economy (CIAMBE) Author
  • Melitina Tecoalu Faculty of Economics and Business, Krida Wacana Christian University, Jakarta 11470, Indonesia Center of Innovation in Applied Management and Behavioral Economy (CIAMBE) Author
  • Roseline Mannuela Faculty of Economics and Business, Krida Wacana Christian University, Jakarta 11470, Indonesia Center of Innovation in Applied Management and Behavioral Economy (CIAMBE) Author
  • Daniel Widjaja Faculty of Economics and Business, Krida Wacana Christian University, Jakarta 11470, Indonesia Center of Innovation in Applied Management and Behavioral Economy (CIAMBE) Author
  • Fredella Colline Faculty of Economics and Business, Krida Wacana Christian University, Jakarta 11470, Indonesia Center of Innovation in Applied Management and Behavioral Economy (CIAMBE) Author
  • Soegeng Wahyoedi Faculty of Economics and Business, Krida Wacana Christian University, Jakarta 11470, Indonesia Center of Innovation in Applied Management and Behavioral Economy (CIAMBE) Author

Keywords:

Brand Image, Creative Marketing, Product Quality, Service Quality, Customer Loyalty

Abstract

The Covid-19 pandemic period is quite a difficult time and has an impact on all sectors including the culinary sector. The times have made a shift in people's lifestyles, where people are now more likely to adopt an instant and fast-paced lifestyle. In terms of the culinary industry, this lifestyle shift has made more outlets from fast food restaurants. In order to remain competitive, fast food restaurants are required to continue to design marketing strategies to retain their customers and attract new consumers. This study aims to analyze the role of brand image and creative marketing in mediating product quality and service quality on customer loyalty at McDonald's outlets in the DKI Jakarta area during the Covid-19 pandemic. The sampling technique used is purposive sampling. The results show that brand image is a very important aspect in creating consumer loyalty, while creative marketing is not proven to have a role in mediating the relationship between product quality and service quality to customer loyalty without the role of brand image in it.

Downloads

Download data is not yet available.

References

Powell, T.C., Total quality management as competitive advantage: a review and empirical study. Strategic management journal, 1995. 16(1): p. 15-37.DOI: https://doi.org/10.1002/smj.4250160105.

Sousa, R. and C.A. Voss, Quality management re-visited: a reflective review and agenda for future research. Journal of operations management, 2002. 20(1): p. 91-109.DOI: https://doi.org/10.1016/S0272-6963(01)00088-2.

Shaharudin, M.R., et al., The relationship between extrinsic attributes of product quality with brand loyalty on Malaysia national brand motorcycle/scooter. Canadian social science, 2010. 6(3): p. 165-175.

Andriani, A.D., et al., The Role of Healing Environment in Reducing the Stress of Patients with Non-Communicable Disease. Journal of Natural Science, Biology and Medicine, 2021. 12(3).

Ha, J. and S.S. Jang, Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International journal of hospitality management, 2010. 29(3): p. 520-529.DOI: https://doi.org/10.1016/j.ijhm.2009.12.005.

Wahyoedi, S., et al., The Effect of Service Quality, Learning Quality, and Promotion Strategy on Parents’ Decisions in Choosing ABC Primary Schools. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 2021. 4(1): p. 999-1005.DOI: https://doi.org/10.33258/birci.v4i1.1701.

Baker, J. and K.L. Wakefield, How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing Science, 2012. 40(6): p. 791-806.DOI: https://doi.org/10.1007/s11747-011-0284-z.

Anil, M.A. and J.S. Bhat, Transitional changes in cognitive-communicative abilities in adolescents: A literature review. Journal of Natural Science, Biology and Medicine, 2020. 11(2): p. 85.

Petzer, D. and N. Mackay, “Dining atmospherics and food and service quality as predictors of customer satisfaction at sit-down restaurants”, African Journal of Hospitality, Tourism and Leisure, Vol. 3 No. 2, pp. 1-14. 2014.

Gee, R., G. Coates, and M. Nicholson, Understanding and profitably managing customer loyalty”, Marketing Intelligence & Planning, Vol. 26 No. 4, pp. 359-374. 2008.DOI: https://doi.org/10.1108/02634500810879278.

Wu, H.-C. and Z. Mohi, Assessment of service quality in the fast-food restaurant. Journal of Foodservice Business Research, 2015. 18(4): p. 358-388.DOI: https://doi.org/10.1080/15378020.2015.1068673.

Camarero, C., M.-J. Garrido, and E. Vicente, Does it pay off for museums to foster creativity? The complementary effect of innovative visitor experiences. Journal of Travel & Tourism Marketing, 2019. 36(2): p. 144-158.DOI: https://doi.org/10.1080/10548408.2018.1497567.

del-Corte-Lora, V., T.M. Vallet-Bellmunt, and F.X. Molina-Morales, How network position interacts with the relation between creativity and innovation in clustered firms. European Planning Studies, 2017. 25(4): p. 561-582.DOI: https://doi.org/10.1080/09654313.2016.1277984.

Anh, T.T. and N.N. Thong, Innovation of the firm: How to create performance from capability. Journal of Economic Development, 2020. 24(4): p. 64-84.DOI: https://doi.org/10.24311/jed/2017.24.4.5.

Tajeddini, K., Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland. Tourism management, 2010. 31(2): p. 221- 231.DOI: https://doi.org/10.1016/j.tourman.2009.02.013.

Ryu, K., H.R. Lee, and W.G. Kim, The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions”, International Journal of Contemporary Hospitality Management, Vol. 24 No. 2, pp. 200-223. 2012.DOI: https://doi.org/10.1108/09596111211206141.

Anil, M.A., R.M. Rebello, and J.S. Bhat, Speech-language profile of a child with fahr's disease: Case report of a rare neurodegenerative disorder. Journal of Natural Science, Biology and Medicine, 2020. 11(2): p. 206.

Chi, H.-H., Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 2011. 12(1): p. 44-61.DOI: https://doi.org/10.1080/15252019.2011.10722190.

Okazaki, S. and C.R. Taylor, Social media and international advertising: theoretical challenges and future directions”, InternationalMarketing Review, Vol. 30 No. 1, pp. 56-71. 2013.DOI: https://doi.org/10.1108/02651331311298573.

Amanda, T., et al., Effect of Electronic Word Of Mouth, Product Quality, and Price on Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 2021. 4(3): p. 6181-6190.

Kotler, P. and K.L. Keller, Marketing Management eBook. 2015: Pearson Higher Ed.

Carranza, R., E. Diaz, and D. Martin-Consuegra, The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis”, Journal of Hospitality and Tourism Technology, Vol. 9 No. 3, pp. 380-396. 2018.DOI: https://doi.org/10.1108/JHTT-09-2017- 0104.

Ha, J. and S. Jang, Attributes, consequences, and consumer value: a means-end chain approach across restaurant segments”, International Journal of Contemporary Hospitality Management, Vol. 25 No. 3, pp. 383-409. 2013.DOI: https://doi.org/10.1108/09596111311311035.

Zhang, Y., The Impact of Brand Image on Consumer Behavior: A Literature Review. Business and Management, 3(January), 58–62. . 2015.DOI: https://doi.org/10.4236/ojbm.2015.31006.

Yi, S., J. Zhao, and H.-W. Joung, Influence of price and brand image on restaurant customers’ restaurant selection attribute. Journal of foodservice business research, 2018. 21(2): p. 200- 217.DOI: https://doi.org/10.1080/15378020.2017.1368808.

Verhoef, P.C., et al., Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 2009. 85(1): p. 31-41.DOI: https://doi.org/10.1016/j.jretai.2008.11.001.

Asikin, M.D., N. Widajanti, and H. Firdausi, Myostatin and Sarcopenia in Elderly Among Hemodialysis Patient. Journal of Natural Science, Biology and Medicine, 2021. 12(3).

Liu, W.-K., Y.-S. Lee, and L.-M. Hung, The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of Foodservice Business Research, 2017. 20(2): p. 146-162.DOI: https://doi.org/10.1080/15378020.2016.1201644.

Trimigno, A., et al., Definition of food quality by NMR-based foodomics. Current Opinion in Food Science, 2015. 4: p. 99-104.DOI: https://doi.org/10.1016/j.cofs.2015.06.008.

Shahzadi, M., et al., Perceptions of fine dining restaurants in Pakistan”, International Journal of Quality and Reliability Management, Vol. 35 No. 3, pp. 635-655. 2018.DOI: https://doi.org/10.1108/IJQRM-07-2016-0113.

Kukanja, M., D. Gomezelj Omerzel, and B. Kodrič, Ensuring restaurant quality and guests’ loyalty: an integrative model based on marketing (7P) approach. Total Quality Management & Business Excellence, 2017. 28(13-14): p. 1509-1525.DOI: https://doi.org/10.1080/14783363.2016.1150172.

Kim, W.G., C.Y.N. Ng, and Y.-s. Kim, Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth. International Journal of Hospitality Management, 2009. 28(1): p. 10-17.DOI: https://doi.org/10.1016/j.ijhm.2008.03.005.

Downloads

Published

2022-01-30

How to Cite

Tj, H. W., Tecoalu, M., Mannuela, R., Widjaja, D., Colline, F., & Wahyoedi, S. (2022). STUDY OF BRAND IMAGE, CREATIVE MARKETING IN MEDIATING PRODUCT QUALITY AND SERVICE QUALITY ON CONSUMER LOYALTY AT MCDONALD’S DKI JAKARTA AREA DURING THE COVID-19 PANDEMIC. CENTRAL ASIA AND THE CAUCASUS, 23(1), 4612-4621. https://ca-c.org/CAC/index.php/cac/article/view/455

Plaudit

Similar Articles

21-30 of 324

You may also start an advanced similarity search for this article.