The Influence of Brand Image, Product Quality, and Loyalty Cards on Repeat Orders via Customer Satisfaction

Abstract

Increasing competition in the culinary industry requires restaurants not only to attract new customers but also to retain existing customers through satisfaction and repeat purchases. This study aims to analyze the effects of brand image, product quality, and loyalty card on customer satisfaction and repeat order, and to examine the mediating role of customer satisfaction among regular customers of Tsukamie Noodle Bar Bandung. This quantitative study used a survey method. The sample consisted of 51 regular customers who held loyalty cards and were selected using saturated sampling. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0. The results show that brand image, product quality, and loyalty card have positive and significant effects on customer satisfaction. The three variables also have positive and significant effects on repeat order, while customer satisfaction is the strongest predictor of repeat order. Customer satisfaction partially mediates the effects of brand image, product quality, and loyalty card on repeat order. The R-square value is 82.3% for customer satisfaction and 81.5% for repeat order. The findings recommend strengthening brand positioning, maintaining product consistency, simplifying the loyalty card program, and continuously improving the customer experience.