The Influence of Brand Image and Food Quality on Customer Loyalty: A Comparative Analysis of Sushi Tei as Market Leader and Genki Sushi as Market Challenger

Yoga Ghifari Pramagno; Purwanto; Sri Rahayu

doi:10.63922/ijebir.v5i04.4765

Yoga Ghifari Pramagno Department of Management, STIE Mahardhika Surabaya
Purwanto Department of Management, STIE Mahardhika Surabaya
Sri Rahayu Department of Management, STIE Mahardhika Surabaya

DOI: https://doi.org/10.63922/ijebir.v5i04.4765

Keywords: Brand Image, Food Quality, Customer Loyalty, Sushi Tei, Genki Sushi, Comparative Study, Restaurant Industry

Abstract

This study examines the influence of Brand Image and Food Quality on Customer Loyalty through a comparative analysis between the market leader (Sushi Tei) and the market challenger (Genki Sushi) in the Japanese restaurant industry. Drawing upon branding and consumer behaviour theories, this research aims to provide a comprehensive understanding of the factors that shape customer loyalty and to identify whether loyalty levels differ between leading and competing restaurant brands. An explanatory quantitative approach was employed using survey data collected from 150 customers of Sushi Tei and Genki Sushi Plaza Senayan, Jakarta. The data were analysed using multiple linear regression, coefficient of determination analysis, hypothesis testing (t-test and F-test), and Independent Sample T-Test with the assistance of SPSS software. Prior to hypothesis testing, validity, reliability, and classical assumption tests were conducted to ensure data quality and model adequacy.The results indicate that Brand Image and Food Quality significantly and positively influence Customer Loyalty. Food Quality emerged as the most influential variable, highlighting the importance of taste, freshness, product safety, and overall dining experience in encouraging repeat patronage. Simultaneously, Brand Image and Food Quality explain 51.1% of the variance in Customer Loyalty, demonstrating their substantial contribution to customer retention. Furthermore, the comparative analysis reveals a significant difference in loyalty levels between Sushi Tei and Genki Sushi. Customers of Sushi Tei exhibit a significantly higher loyalty level than customers of Genki Sushi, suggesting that market leadership is associated with stronger customer attachment and brand preference.This study contributes to the customer loyalty literature by integrating product related and brand related determinants within a comparative market structure framework. The findings provide practical insights for restaurant managers regarding the strategic importance of maintaining strong brand positioning and consistent food quality to sustain customer loyalty in an increasingly competitive food and beverage industry.

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