Building Customer Loyalty Through Brand Image Legendary Ice Cream Parlor: Physical Impact Evidence and Word of Mouth (Case Studies Ragusa Es Italia Jakarta)
Keywords:
Physical Evidence, Word of Mouth, Brand Image, Customer Loyalty, Ragusa Es Italia Jakarta
Abstract
This study aims to analyze the influence of Physical Evidence and Word of Mouth on Customer Loyalty, with Brand Image serving as an intervening variable, at Ragusa Es Italia Jakarta, considering both partial and simultaneous effects. The study population consists of Ragusa Es Italia Jakarta consumers who have made at least 2 purchases within the last 6 months. The sample comprises 100 respondents selected using the purposive sampling method. Data were collected via a Likert-scale questionnaire, while data analysis involved regression analysis and mediation testing (path analysis) using SPSS. The results indicate that Physical Evidence and Word of Mouth have a positive and significant effect on Customer Loyalty. Brand Image was also found to mediate the influence of Physical Evidence and Word of Mouth on Customer Loyalty. Simultaneously, Physical Evidence and Word of Mouth have a significant effect on Customer Loyalty.
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Prasetyo, A., & Wahyuni, S. (2022). Pengaruh physical evidence terhadap kepuasan dan loyalitas pelanggan restoran di Surabaya. Jurnal Manajemen.
Rostami, M., et al. (2023). Consumer trust in electronic word of mouth: A systematic review. Sustainability.
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Tahir, M., et al. (2022). The role of brand image in mediating physical evidence and customer loyalty. Journal of Business and Management.
Wijaya, C. A., & Pratomo, A. W. (2021). Pengaruh bukti fisik, suasana ruangan, dan harga terhadap loyalitas pelanggan Warunk Upnormal Bogor. Jurnal Ilmiah Pariwisata Kesatuan, 2(1), 43–52.
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2021). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and electronic word of mouth. Journal of Retailing and Consumer Services, 60, 102512.
Apriliani, D., & Shalihah, N. B. (2020). Pengaruh kepuasan pelanggan, brand image, dan kepercayaan pelanggan terhadap loyalitas pelanggan pada member card. Jurnal Manajemen.
Astianita, A. D., & Lusia, A. (2022). Pengaruh kualitas layanan, citra merek, word of mouth, dan promosi terhadap loyalitas pelanggan. Jurnal Indonesia Sosial Teknologi, 3(3), 370–380.
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2020). Online branding development, trust and loyalty in hospitality. Journal of Business Research.
Cachero-Martínez, S., & Vázquez-Casielles, R. (2021). Building customer loyalty through retail atmospherics. Journal of Retailing and Consumer Services, 60, 102559.
Candra, A., Putri, R., & Nugraha, D. (2023). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi.
Cheung, C. M. K., & Thadani, D. R. (2020). The effectiveness of electronic word-of-mouth communication: A literature analysis. Decision Support Systems.
Dewi, R. (2017). Pengaruh kepercayaan terhadap loyalitas pelanggan. Jurnal Manajemen.
Foroudi, P., Gupta, S., Nazarian, A., & Duda, M. (2021). Digital technology and customer experience: The mediating role of brand image. Industrial Marketing Management, 95, 224–236.
García-Salirrosas, E., Acevedo-Duque, Á., & Del Río-Rama, M. (2024). Brand image and customer loyalty in the food and beverage industry. Frontiers in Nutrition, 11.
Ghozali, I. (2021). Structural Equation Modeling: Metode Alternatif dengan Partial Least Squares (PLS) (5th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2020). Multivariate Data Analysis (8th ed.). Cengage Learning.
Hasanah, W., Muhtarom, A., et al. (2024). Pengaruh komunikasi word of mouth, kualitas pelayanan, kepercayaan konsumen, dan citra merek terhadap loyalitas pelanggan dimediasi kepuasan pelanggan. Jurnal Ilmiah Agribisnis Ekonomi dan Sosial, 8(1).
He, H., Harris, L., & Wang, W. (2022). Brand image and customer loyalty: A review. Journal of Business Research.
Himawati, D., & Firdaus, M. F. (2021). Pengaruh Word of Mouth terhadap keputusan menggunakan e-wallet DANA di Greater Jakarta. Jurnal Manajemen.
Huang, C. C., Yen, S. W., Liu, C. Y., & Chang, T. P. (2021). The relationship among brand equity, customer satisfaction and brand loyalty. Journal of Retailing and Consumer Services.
Hurriyati, R. (2019). Bauran Pemasaran dan Loyalitas Konsumen. Alfabeta.
Ing, P. G., Zheng Lin, N., Xu, H., & Thurasamy, R. (2020). Customer loyalty in the restaurant industry. International Journal of Hospitality Management.
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of e-WOM on customer loyalty: The mediating role of brand image. Asia Pacific Journal of Marketing and Logistics.
Kandampully, J., Zhang, T., & Bilgihan, A. (2023). Customer experience management in hospitality and tourism: A review. International Journal of Hospitality Management.
Kanan, A. (2024). Metodologi Penelitian Bisnis. Deepublish.
Khasanah, S. H., & Ariani, N. (2021). Analisis citra merek, kepercayaan merek, dan kepuasan merek terhadap loyalitas merek Wardah. Jurnal Manajemen.
M.E.Y.S Hadi Prawiro, & A.Wijayanto. (2021), “Pengaruh Citra Merek Dan Kulaitas Produk Terhadap Loyalitas Pelanggan Kartu Internet Simpati Telkomsel Di Semarang,” Jurnal Ilmu Administrasi Bisnis https://doi.org/10.14710/jiab.2021.30150
Kumar, V., & Shah, D. (2021). Building and sustaining profitable customer loyalty. Journal of Marketing.
Kusdianto, & Immawati, S. A. (2023). The influence of physical evidence and taste on customer loyalty in Memoration Coffee Pasar Baru Tangerang. Jurnal Comparative: Ekonomi dan Bisnis, 5.
Lam, L. W., Chan, K. W., Fong, D., & Lo, F. (2021). Does servicescape matter? Tourism Management.
Monika, & Oktafani. (2021). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan. Jurnal Bisnis dan Manajemen.
Nugroho, A., Suryadi, B., & Prasetyo, A. (2021). Pengaruh physical evidence terhadap loyalitas pelanggan melalui brand image. Jurnal Manajemen.
Nurjanah, S., & Patin. (2024). Metodologi Penelitian Kuantitatif. CV Literasi Nusantara.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
Pholphirul, P., et al. (2022). Physical evidence, trust, and brand image in hospitality services. International Journal of Hospitality Management.
Prasetyo, A., & Wahyuni, S. (2022). Pengaruh physical evidence terhadap kepuasan dan loyalitas pelanggan restoran di Surabaya. Jurnal Manajemen.
Rostami, M., et al. (2023). Consumer trust in electronic word of mouth: A systematic review. Sustainability.
Ryu, K., Lee, H. R., & Kim, W. G. (2021). The influence of the quality of the physical environment on customer satisfaction and loyalty. International Journal of Hospitality Management.
Septiana, D., Rahmawati, E., & Nugraha, A. (2024). Loyalitas pelanggan dalam perspektif pemasaran modern. Jurnal Solusi.
Setiawan, A., & Le, T. (2024). Electronic Word of Mouth and consumer purchase decisions. Heliyon.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (2nd ed.). Alfabeta.
Syah Putra, R., et al. (2024). Pengaruh servicescape dan kepuasan konsumen terhadap loyalitas pelanggan. Jurnal Manajemen.
Tahir, M., et al. (2022). The role of brand image in mediating physical evidence and customer loyalty. Journal of Business and Management.
Wijaya, C. A., & Pratomo, A. W. (2021). Pengaruh bukti fisik, suasana ruangan, dan harga terhadap loyalitas pelanggan Warunk Upnormal Bogor. Jurnal Ilmiah Pariwisata Kesatuan, 2(1), 43–52.
Published
2026-07-25
How to Cite
Tia Himmatul ‘Ulya, & Setiarini. (2026). Building Customer Loyalty Through Brand Image Legendary Ice Cream Parlor: Physical Impact Evidence and Word of Mouth (Case Studies Ragusa Es Italia Jakarta). International Journal of Economics, Business and Innovation Research, 5(04), 5437-5459. https://doi.org/10.63922/ijebir.v5i04.5554
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