The Effect of Food Quality and Brand Equity on Tourist Experience Mediated by Satisfaction at Local Restaurants in Banda Aceh City

Fadhil Iqbal; T. Meldi Kesuma; Sorayanti Utami

doi:10.18535/ijsrm/v13i10.em02

Abstract

This study aims to analyze the effects of food quality and brand equity on tourist experience, with satisfaction as a mediating factor, at local restaurants in Banda Aceh City. The population for this study comprises all consumers of local restaurants in Banda Aceh City. A non-probability sampling technique was employed, specifically purposive sampling, which involves selecting samples based on specific criteria such as tourists' experiences at local restaurants. The sample size was determined to be 10 times the number of research indicators. Since this study used 20 indicators, the minimum required sample size was 200 respondents (10 × 20 = 200). Partial Least Squares (PLS) was used as the analysis method. The results indicate that food quality has a positive effect on satisfaction; brand equity has a positive effect on satisfaction; food quality positively influences tourist experience; brand equity positively influences tourist experience; and satisfaction positively affects tourist experience. Furthermore, mediation analysis revealed that satisfaction partially mediates the effects of food quality and brand equity on tourist experience at local restaurants in Banda Aceh City.

Keywords

Food QualityBrand EquitySatisfactionTourist Experience

References

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[refR-4] Eliyana, A., Ma’arif, S., & Muzakki. (2019). Job satisfaction and organizational commitment effect in the transformational leadership towards employee performance. European Research on Management and Business Economics, 25(3), 144–150. https://doi.org/https://doi.org/10.1016/j.iedeen.2019.05.001DOI ↗Google Scholar ↗

[refR-5] Hati, A. L., Sudiarta, I. N., & Wirawan, P. E. (2023). Pengaruh Kualitas Makanan dan Pelayanan terhadap Loyalitas Pelanggan. Jurnal Ilmiah Pariwisata Dan Bisnis, 2(10), 2153–2169. https://doi.org/https://doi.org/10.22334/paris.v2i10.563DOI ↗Google Scholar ↗

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[refR-12] Nu’man, A. H., Nurwandi, L., Bachtiar, I., Aspiranti, T., & Pratama, I. (2020). Social Networking, and Firm Performance: Mediating Role of Comparative Advantage and Sustainable Supply Chain. International Journal of Supply Chain Management, 9(3), 664–673. https://doi.org/https://doi.org/10.59160/ijscm.v9i3.4971DOI ↗Google Scholar ↗

[refR-13] Rianto, A., & Yunus, M. (2019). Pengaruh Ekuitas Merek, Nilai dan Relasional Terhadap Loyalitas Konsumen Swalayan Di Kota Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 1, 306–318.Google Scholar ↗

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[refR-16] Sugiyono. (2019). Metodologi Penelitian Untuk Bisnis. Salemba Empat.Google Scholar ↗

[refR-17] Syahputra, A. R., & Kurniawati. (2023). The Influence of Social Media Marketing on Consumer Based Brand Equity, Brand Loyalty, and Mediation by Brand Experience on Fashion Brand Clothing in Indonesia. Indonesian Journal of Economic & Management Sciences, 1(2), 183–200. https://doi.org/10.55927/ijems.v1i2.3779DOI ↗Google Scholar ↗

[refR-18] Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi Offset.Google Scholar ↗

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[refR-20] Zarantonello, L., & Schmitt, B. H. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255–280. https://doi.org/https://doi.org/10.2501/IJA-32-2-255-280DOI ↗Google Scholar ↗