Hubungan anatara emotional branding dan kualitas pelayanan dengan kepuasan konsumen kantin kampus

Julianto, Alexius (2025) Hubungan anatara emotional branding dan kualitas pelayanan dengan kepuasan konsumen kantin kampus. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine the relationship between emotional branding and service quality with consumer satisfaction at private university canteens. The research is grounded in the importance of emotional strategies and service excellence in shaping positive consumer experiences that foster loyalty and satisfaction, particularly within academic environments. A quantitative approach was employed, utilizing Likert-scale questionnaires distributed to 100 students from three private universities in Palembang. The instruments measured emotional branding, service quality, and consumer satisfaction. Data analysis was conducted using SPSS version 22, including tests for validity, reliability, classical assumptions, and linear regression. The results indicate a significant and positive relationship between emotional branding and service quality with consumer satisfaction. Individually, both emotional branding and service quality also contributed significantly to enhancing consumer satisfaction. These findings suggest that service providers within campus settings should foster emotional connection and consistently deliver high-quality services to create enjoyable dining experiences and strengthen consumer loyalty. This research contributes to the field of consumer psychology and serves as a strategic reference for managing campus canteens with a focus on both emotional and functional aspects of consumer needs. Keywords: Emotional Branding, Service Quality, Consumer Satisfaction, Campus Canteen, Customer Loyalty

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