Brand Image And Service Quality On Satisfaction Mediated By Sentiment Among Chicken Consumers In Palopo City

Abstract

This study aims to examine the effect of brand image and service quality on consumer satisfaction with sentiment as a mediating variable among broiler chicken consumers in Palopo City. A quantitative approach was used with an explanatory research method. A sample of 100 respondents was selected using purposive sampling, namely consumers who had purchased broiler chicken more than once. Data analysis was conducted using a Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) using SmartPLS 3.3. The results show that brand image has a positive and significant effect on customer satisfaction, as well as a significant effect on customer sentiment. Service quality has a positive and significant effect on customer satisfaction, and customer sentiment also has a positive and significant effect. Consumer sentiment has been proven to have a positive and significant effect on consumer satisfaction. Mediation tests show that consumer sentiment is able to mediate the effect of brand image on satisfaction and also mediate the effect of service quality on satisfaction. The theoretical implications of this study confirm the importance of brand image and sentiment in building consumer satisfaction in the fresh food sector. In practical terms, the results of this study provide strategic input for broiler businesses in Palopo City to strengthen their brand image through consistent business identity, maintain service quality, and manage consumer sentiment in order to create long-term satisfaction and loyalty.