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Effect of Brand Image and Service Quality on Customer Satisfaction Study on Kaganga Coffee Makassar

Hasanuddin Journal of Applied Business and Entrepreneurship · Vol. 6 No. 2 (2023) · pp. 77–86

ISSN
2598-0890, 2598-0882
Published
2023-05-27
Publisher
Master of Management, Faculty of Economics and Business, Hasanuddin University.
Language
en

Abstract

The growth of the coffee shop business in Makassar City has resulted in increasingly competitive competition. Innovation is needed for business continuity, starting from building a brand image, improving service quality, to customer satisfaction. This study aims to examine and analyze the effect of brand image and service quality on customer satisfaction. This study uses 287 samples taken from the people of Makassar City who have become customers with a minimum of 2 (two) purchases at Kaganga Coffee. While the data analysis used in this study is the Structural Equation Model (SEM) using Partial Least Square (PLS). The results showed that brand image has a significant and positive effect on consumer satisfaction, service quality has a significant and positive effect on consumer satisfaction.

Keywords

Collaboration network of the authors

14 authors · 19 co-authorship links

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Co-authorOrganisationJoint articles
Andi Rinda OktarianiAffiliation unknown1
Abdul Razak MunirAffiliation unknown1
Muh. Abudzar A. GaligoAffiliation unknown1
Muhammad ToahaAffiliation unknown1
Muhammad Rezha ZadaAffiliation unknown1
Insany Fitri NurqamarAffiliation unknown1
Saa’dillahAffiliation unknown1
Muh. AsdarAffiliation unknown1
Muhammad Tahriir Islam KansiAffiliation unknown1
Muhammad AsdarAffiliation unknown1
madjdah madjdah mulia asminAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/hjabe/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Effect of Brand Image and Service Quality on Customer Satisfaction  Study on Kaganga Coffee Makassar</dc:title>
	<dc:creator xml:lang="en">Jatmiko, Hylman</dc:creator>
	<dc:creator xml:lang="en">Kadir, Nuraeni </dc:creator>
	<dc:creator xml:lang="en">Reni, Andi</dc:creator>
	<dc:subject xml:lang="en">brand image</dc:subject>
	<dc:subject xml:lang="en">service quality</dc:subject>
	<dc:subject xml:lang="en">customer satisfaction</dc:subject>
	<dc:description xml:lang="en">The growth of the coffee shop business in Makassar City has resulted in increasingly competitive competition. Innovation is needed for business continuity, starting from building a brand image, improving service quality, to customer satisfaction. This study aims to examine and analyze the effect of brand image and service quality on customer satisfaction. This study uses 287 samples taken from the people of Makassar City who have become customers with a minimum of 2 (two) purchases at Kaganga Coffee. While the data analysis used in this study is the Structural Equation Model (SEM) using Partial Least Square (PLS). The results showed that brand image has a significant and positive effect on consumer satisfaction, service quality has a significant and positive effect on consumer satisfaction.</dc:description>
	<dc:publisher xml:lang="en">Master of Management, Faculty of Economics and Business, Hasanuddin University.</dc:publisher>
	<dc:date>2023-05-27</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/vnd.openxmlformats-officedocument.wordprocessingml.document</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/hjabe/article/view/26747</dc:identifier>
	<dc:source xml:lang="en">Hasanuddin Journal of Applied Business and Entrepreneurship; Vol. 6 No. 2 (2023): Hasanuddin Journal of Applied Business and Entrepreneurship; 77-86</dc:source>
	<dc:source>2598-0890</dc:source>
	<dc:source>2598-0882</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/hjabe/article/view/26747/9777</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2023 Hasanuddin Journal of Applied Business and Entrepreneurship</dc:rights>
</oai_dc:dc>