Analyzing Sustainable Marketing Management Strategies: The Role of Service Quality and Brand Image in Enhancing Customer Loyalty in Traditional Onde-Onde Franchise Businesses

Abstract

The development of the modern culinary industry is encouraging traditional food businesses to innovate to remain relevant to changing consumer preferences. One culinary heritage with a strong cultural identity is onde-onde, a specialty of Mojokerto, East Java. The development of onde-onde franchise businesses through innovative flavors, modern packaging, and sustainable marketing strategies is a crucial step in penetrating the modern culinary market without abandoning its traditional values. This study aims to analyze the effect of service quality on consumer loyalty, with brand image as a mediating variable in onde-onde franchise businesses.The study used a quantitative approach with an explanatory research design. Primary data were obtained by distributing a questionnaire to onde-onde franchise consumers selected using a purposive sampling technique. Service quality was measured using the SERVQUAL dimensions: reliability, responsiveness, assurance, empathy, and tangibles. Brand image was measured based on consumer perceptions of brand reputation and uniqueness, while consumer loyalty was measured through repurchase intentions and recommendations to other consumers. Data were analyzed using regression.The research results show that service quality has a positive effect on consumer loyalty, both directly and through brand image. Reliability and responsiveness are the dominant factors in building customer loyalty. Furthermore, product innovation and continuous marketing contribute to strengthening the onde-onde franchise brand image as a traditional culinary delight capable of competing in the modern market. This research demonstrates that the integration of service quality, and brand image enhancement is crucial in fostering long-term customer loyalty.