Examining the influence of branding strategy, consumer satisfaction, and behaviour on customer loyalty: a case study at Mega Easy Losari Seblak Shop

Dumadi, Catur Raharjo Febrayanto and Lintang Prahita Ningarum

International Journal of Markets and Business Systems, 2026, vol. 7, issue 1, 28-45

Abstract: This study aims to analyse the effects of: 1) Branding strategy on customer loyalty; 2) Consumer satisfaction on customer loyalty, 3) Consumer behaviour on customer loyalty; and 4) Branding strategy, satisfaction and consumer behaviour simultaneously on customer loyalty. The population includes all consumers who purchased from Mega Easy Losari Seblak Shop during September-November, with an average of 1575 buyers per month. Using the Slovin formula and incidental sampling, 94 respondents were selected. Primary data were obtained through questionnaires, and hypothesis testing was conducted using SPSS 25. Theoretical foundations include branding strategy, consumer satisfaction, consumer behaviour, and customer loyalty. The results indicate that: 1) Branding strategy; 2) Consumer satisfaction; 3) Consumer behaviour each significantly affect customer loyalty, and 4) All three variables together also have a significant simultaneous effect on customer loyalty at Mega Easy Losari Seblak Shop.

Keywords: branding strategy; brand image; brand equity; marketing communication; service quality; consumer perception; consumer satisfaction; consumer behaviour; customer loyalty; repurchase intention. (search for similar items in EconPapers)
Date: 2026
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