The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle Restaurant
Malang City is known as a tourist and student city that experiences population growth every year causing crowdedness phenomenon in several destinations, one of which is at Mie Gacoan restaurant. Crowdedness is a part of environmental psychology that can influence customers to buy and visit the resta...
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| Format: | Article |
| Language: | English |
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Jurusan Sosial Ekonomi Pertanian Universitas Tanjungpura
2024-05-01
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| Series: | Jurnal Social Economic of Agriculture |
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| Online Access: | https://jurnal.untan.ac.id/index.php/jsea/article/view/75400 |
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| author | Tazkiyah Hasti Paramita Rahma Budi Setiawan Riyanti Isaskar Agustina Shinta Hartati Wahyuningtyas |
| author_facet | Tazkiyah Hasti Paramita Rahma Budi Setiawan Riyanti Isaskar Agustina Shinta Hartati Wahyuningtyas |
| author_sort | Tazkiyah Hasti Paramita Rahma |
| collection | DOAJ |
| description | Malang City is known as a tourist and student city that experiences population growth every year causing crowdedness phenomenon in several destinations, one of which is at Mie Gacoan restaurant. Crowdedness is a part of environmental psychology that can influence customers to buy and visit the restaurant in the future. Brand experience is another component that can influence customer loyalty in the long term, because loyalty is often considered a behavior that is reflected by customers and is considered a form of a way to maintain the existence of a restaurant and achieve a competitive advantage. This research aims to find out how crowding and brand experience influence brand image to increase customer loyalty through word of mouth. The respondents for this research were 250 people using purposive sampling and using a questionnaire. The method used is partial least squares – structural equation modeling (PLS-SEM). The results show that crowding has a positive and significant effect on brand image, brand experience has a positive and significant effect on brand image and word of mouth, brand image has a positive and significant effect on word of mouth, and word of mouth has a positive and significant effect on customer loyalty. |
| format | Article |
| id | doaj-art-bfd32ff7a22d40a9901c865bf4f61d97 |
| institution | Kabale University |
| issn | 2252-3820 2579-3268 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | Jurusan Sosial Ekonomi Pertanian Universitas Tanjungpura |
| record_format | Article |
| series | Jurnal Social Economic of Agriculture |
| spelling | doaj-art-bfd32ff7a22d40a9901c865bf4f61d972025-01-01T13:50:06ZengJurusan Sosial Ekonomi Pertanian Universitas TanjungpuraJurnal Social Economic of Agriculture2252-38202579-32682024-05-01131112010.26418/jsea.v13i1.7540043787The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle RestaurantTazkiyah Hasti Paramita Rahma0Budi Setiawan1Riyanti Isaskar2Agustina Shinta Hartati Wahyuningtyas3Department of Agricultural Socio-Economics, Agriculture Faculty, Brawijaya UniversityDepartment of Agricultural Socio-Economics, Agriculture Faculty, Brawijaya UniversityDepartment of Agricultural Socio-Economics, Agriculture Faculty, Brawijaya UniversityDepartment of Agricultural Socio-Economics, Agriculture Faculty, Brawijaya UniversityMalang City is known as a tourist and student city that experiences population growth every year causing crowdedness phenomenon in several destinations, one of which is at Mie Gacoan restaurant. Crowdedness is a part of environmental psychology that can influence customers to buy and visit the restaurant in the future. Brand experience is another component that can influence customer loyalty in the long term, because loyalty is often considered a behavior that is reflected by customers and is considered a form of a way to maintain the existence of a restaurant and achieve a competitive advantage. This research aims to find out how crowding and brand experience influence brand image to increase customer loyalty through word of mouth. The respondents for this research were 250 people using purposive sampling and using a questionnaire. The method used is partial least squares – structural equation modeling (PLS-SEM). The results show that crowding has a positive and significant effect on brand image, brand experience has a positive and significant effect on brand image and word of mouth, brand image has a positive and significant effect on word of mouth, and word of mouth has a positive and significant effect on customer loyalty.https://jurnal.untan.ac.id/index.php/jsea/article/view/75400crowdednessbrand experiencebrand imageword of mouthcustomer loyalty |
| spellingShingle | Tazkiyah Hasti Paramita Rahma Budi Setiawan Riyanti Isaskar Agustina Shinta Hartati Wahyuningtyas The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle Restaurant Jurnal Social Economic of Agriculture crowdedness brand experience brand image word of mouth customer loyalty |
| title | The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle Restaurant |
| title_full | The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle Restaurant |
| title_fullStr | The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle Restaurant |
| title_full_unstemmed | The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle Restaurant |
| title_short | The Influence of Crowdedness and Brand Experience to Increase the Customer Loyalty in a Spicy Noodle Restaurant |
| title_sort | influence of crowdedness and brand experience to increase the customer loyalty in a spicy noodle restaurant |
| topic | crowdedness brand experience brand image word of mouth customer loyalty |
| url | https://jurnal.untan.ac.id/index.php/jsea/article/view/75400 |
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