Peran Service Quality dalam Membangun Customer Loyalty Generasi Z serta Brand Image Mie Djoetek di Platform Digital

Authors

  • M Gibran Rifka Pramudia Universitas Negeri Surabaya
  • Siti Zuliani Universitas Negeri Surabaya
  • Muhammad Fachmi Universitas Negeri Surabaya
  • Hujjatullah Fazlurrahman Universitas Negeri Surabaya
  • Dana Azizah Rahmat Universitas Negeri Surabaya
  • Ratih Amelia Universitas Negeri Surabaya

DOI:

https://doi.org/10.36982/jeg.v11i2.7295

Abstract

Penelitian ini mengkaji peran kualitas layanan dalam membangun loyalitas pelanggan dan memperkuat citra merek Mie Djoetek di kalangan Generasi Z pada platform digital. Dengan menggunakan pendekatan kualitatif deskriptif, data diperoleh dari ulasan dan interaksi di Instagram, TikTok, Google Maps, dan situs web resmi. Analisis SWOT digunakan untuk mengidentifikasi faktor internal dan eksternal, diikuti dengan TOWS untuk merumuskan strategi. Hasil penelitian menunjukkan bahwa kualitas layanan dan citra merek memiliki pengaruh yang kuat terhadap loyalitas, di mana ketidakkonsistenan rasa, keterlambatan layanan, dan kenyamanan gerai mempengaruhi persepsi konsumen. Matriks TOWS merekomendasikan strategi seperti menstandarkan rasa, meningkatkan layanan digital, berkolaborasi dengan influencer, dan menginovasi menu musiman. Penelitian ini berkontribusi secara teoritis untuk memperkuat hubungan antara variabel-variabel tersebut dan secara praktis memberikan strategi bagi Mie Djoetek untuk memperluas pangsa pasarnya di kalangan Generasi Z.

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Published

2026-08-13

How to Cite

M Gibran Rifka Pramudia, Siti , Z., Muhammad , F., Hujjatullah, F., Dana Azizah , R., & Ratih , A. (2026). Peran Service Quality dalam Membangun Customer Loyalty Generasi Z serta Brand Image Mie Djoetek di Platform Digital. Jurnal Ecoment Global, 11(2), 155–168. https://doi.org/10.36982/jeg.v11i2.7295

Issue

Vol. 11 No. 2 (2026): Volume 11 No. 2 Tahun 2026 (Edisi Agustus)

Section

Articles

License

Copyright (c) 2026 M Gibran Rifka Pramudia, Siti Zuliani, Muhammad Fachmi, Hujjatullah Fazlurrahman, Dana Azizah Rahmat, Ratih Amelia

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