The Influence of Sales Promotion, Service Quality and Brand Image Towards Customer Satisfaction and Customer Loyalty in Pizza Hut Pontianak

Abstract

The purpose of this research is to analyze the impact of  Sales Promotion, Service Quality and Brand Image Towards Customer Satisfaction and Customer Loyalty in Pizza Hut Pontianak.  In this research, the data analysis method used is  Statistical Product and Service Solutions  (SPSS) method. To conduct analysis using SPSS method, this research is using SPSS version 25 software with a total sample of 100 participants. The results of this study found that Sales Promotion had a positive and significant effect on the Customer Satisfaction of Pizza Hut Pontianak. Service Quality had a positive and significant effect on the Customer Satisfaction of Pizza Hut Pontianak. Brand Image had a positive and significant effect on the Customer Satisfaction of Pizza Hut Pontianak. Customer Satisfaction had a positive and significant effect on the Customer Loyalty of Pizza Hut Pontianak. Customer Satisfaction had a positive and significant effect on mediates the relationship between Sales Marketing to Customer Loyalty. Customer Satisfaction had a positive and significant effect on mediates the relationship between Service Quality to Customer Loyalty. Customer Satisfaction had a negative and no significant effect on mediates the relationship between Brand Image to Customer Loyalty.

Key Words: Sales Marketing, Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty