Article: Examining the influence of branding strategy, consumer satisfaction, and behaviour on customer loyalty: a case study at Mega Easy Losari Seblak Shop Journal: International Journal of Markets and Business Systems (IJMABS) 2026 Vol.7 No.1 pp.28 - 45 Abstract: This study aims to analyse the effects of: 1) Branding strategy on customer loyalty; 2) Consumer satisfaction on customer loyalty, 3) Consumer behaviour on customer loyalty; and 4) <i>Branding</i> strategy, satisfaction and consumer behaviour simultaneously on customer loyalty. The population includes all consumers who purchased from Mega Easy Losari Seblak Shop during September-November, with an average of 1575 buyers per month. Using the Slovin formula and incidental sampling, 94 respondents were selected. Primary data were obtained through questionnaires, and hypothesis testing was conducted using SPSS 25. Theoretical foundations include branding strategy, consumer satisfaction, consumer behaviour, and customer loyalty. The results indicate that: 1) Branding strategy; 2) Consumer satisfaction; 3) Consumer behaviour each significantly affect customer loyalty, and 4) All three variables together also have a significant simultaneous effect on customer loyalty at Mega Easy Losari Seblak Shop. Inderscience Publishers - linking academia, business and industry through research

Title: Examining the influence of branding strategy, consumer satisfaction, and behaviour on customer loyalty: a case study at Mega Easy Losari Seblak Shop

Authors: Dumadi; Catur Raharjo Febrayanto; Lintang Prahita Ningarum

Addresses: Faculty of Economics and Business, Muhadi Setiabudi University, 52252, Brebes, Indonesia ' Regional Development Planning, Research and Innovation Agency of Brebes Regency, Brebes Regency, 52219, Indonesia ' Regional Development Planning, Research and Innovation Agency of Brebes Regency, Brebes Regency, 52219, Indonesia

Abstract: This study aims to analyse the effects of: 1) Branding strategy on customer loyalty; 2) Consumer satisfaction on customer loyalty, 3) Consumer behaviour on customer loyalty; and 4) Branding strategy, satisfaction and consumer behaviour simultaneously on customer loyalty. The population includes all consumers who purchased from Mega Easy Losari Seblak Shop during September-November, with an average of 1575 buyers per month. Using the Slovin formula and incidental sampling, 94 respondents were selected. Primary data were obtained through questionnaires, and hypothesis testing was conducted using SPSS 25. Theoretical foundations include branding strategy, consumer satisfaction, consumer behaviour, and customer loyalty. The results indicate that: 1) Branding strategy; 2) Consumer satisfaction; 3) Consumer behaviour each significantly affect customer loyalty, and 4) All three variables together also have a significant simultaneous effect on customer loyalty at Mega Easy Losari Seblak Shop.

Keywords: branding strategy; brand image; brand equity; marketing communication; service quality; consumer perception; consumer satisfaction; consumer behaviour; customer loyalty; repurchase intention.

DOI: 10.1504/IJMABS.2026.152182

International Journal of Markets and Business Systems, 2026 Vol.7 No.1, pp.28 - 45

Received: 28 Jul 2025
Accepted: 16 Sep 2025
Published online: 10 Mar 2026 *

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Title: Examining the influence of branding strategy, consumer satisfaction, and behaviour on customer loyalty: a case study at Mega Easy Losari Seblak Shop

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