PENGARUH BRAND IMAGE, HARGA, DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN

Abstrak

Banyaknya pesaing dalam industri restoran cepat saji menjadikan loyalitas pelanggan sangat penting bagi keberlanjutan bisnis. Untuk mempertahankan loyalitas pelanggan, perusahaan perlu memperhatikan beberapa faktor, di antaranya brand image, harga, dan kualitas produk. Artikel ini merupakan hasil review yang bertujuan untuk mengetahui pengaruh brand image, harga, dan kualitas produk terhadap loyalitas konsumen Kentucky Fried Chicken (KFC). Berdasarkan hasil penelitian terkait sebelumnya, hasil review menggunakan Systematic Literature Review (SLR) dari penelitian terdahulu pada jurnal yang dipublikasikan di Google Scholar berkisar antara tahun 2014-2024. Hasil penelitian menyatakan bahwa: brand image berpengaruh positif dan signifikan terhadap loyalitas pelanggan, harga berpengaruh positif terhadap loyalitas pelanggan, dan kualitas produk memiliki pengaruh yang signifikan terhadap loyalitas pelanggan KFC.

The number of competitors in the fast food restaurant industry makes customer loyalty very important for business sustainability. To maintain customer loyalty, companies need to pay attention to several factors, including brand image, price, and product quality. This article is the result of a review that aims to determine the effect of brand image, price, and product quality on Kentucky Fried Chicken (KFC) consumer loyalty. Based on the results of previous related research, the results of a review using Systematic Literature Review (SLR) of previous research in journals published on Google Scholar ranging from 2014-2024. The results stated that: brand image has a positive and significant effect on customer loyalty, price has a positive effect on customer loyalty, and product quality has a significant effect on KFC customer loyalty.