The Role of Brand Image, Promotion, Service Quality, Store Atmosphere and Trust in Increasing Consumer Satisfaction of Mie Gacoan Purwokerto

Muhamad Malik Maulana; Totok Haryanto; Erny Rachmawati; Hengky Widhiandono

doi:10.55927/ijbae.v4i4.228

Authors

Muhamad Malik Maulana Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto
Erny Rachmawati Universitas Muhammadiyah Purwokerto
Hengky Widhiandono Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i4.228

Keywords:

Brand Image, Promotion, Service Quality, Store Atmosphere, Consumer Satisfaction

Abstract

The purpose of this study is to test the influence of brand image, promotion, service quality, store atmosphere, and trust on consumer satisfaction of Mie Gacoan Purwokerto. This study uses a quantitative method with a purposive sampling approach and a sample of 107 consumers of Gacoan Noodles Purwokerto. Data analysis was carried out using SEM-PLS to determine the relationship between variables. The results of the study showed that the three variables, namely service quality, store atmosphere, and trust, had a positive and significant effect on consumer satisfaction in Mie Gacoan Purwokerto. Meanwhile, the brand image and promotion variables did not show an influence on consumer satisfaction. The implications of this study provide insight for consumers to understand the factors that can affect consumer satisfaction.

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