The Influence of Product Quality, Service, and Brand Image on the Decision to Revisit Sido Mulyo Restaurant in Palu City Irawati S, Fajar Maulana, Nur Ramadhani Eka Putri, Sri Wanti
Dapartment of Management, Faculty of Economics and Business, Tadulako University
Abstract
This study aims to analyze the influence of product quality, service, and brand image on consumers decision to revisit at Sido Mulyo Restaurant, Palu City. Good product and service quality is expected to increase customer satisfaction and strengthen brand image, which ultimately drives consumer decisions to make repeat purchases. This study uses a quantitative approach method by conducting a survey. Data was collected through a questionnaire distributed to 50 respondents who had visited the Sido Mulyo Restaurant, Palu City. Data analysis was carried out using the multiple linear regression method to determine the influence of independent variables (product quality, service, and brand image) on bound variables (repurchase decisions). Multiple linear regression analysis shows that brand image has a significant and dominant influence on the decision to revisit, while product and service quality does not show a significant influence. These findings provide strategic recommendations for restaurant management to prioritize strengthening brand image in an effort to increase customer loyalty.
Keywords: Product Quality- Quality of Service- Brand Image- Decision to revisit-
