Uncovering consumer loyalty in quick service restaurants in Batam City
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Lily Purwianti(1*)
Faculty of Business Management, Batam International University
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Erwin Yoe(2)
Faculty of Business Management, Batam International University
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Edy Yulianto Putra(3)
Faculty of Business Management, Batam International University
(*) Corresponding Author
Keywords:
Eco Marketing, Social Media Marketing, Brand Image, Brand Loyalty, Quick Service Restaurant, PLS-SEM
Abstract
This study examines the effects of eco-advertising, eco-labeling, eco-packaging, and social media marketing on brand loyalty, with brand image serving as a mediating variable among QSR consumers in Batam City, Indonesia. A causal explanatory research design was employed using a quantitative survey of 486 consumers. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that the proposed green marketing dimensions and social media marketing contribute to the formation of brand image and brand loyalty, with brand image functioning as a significant partial mediator in the relationship between the marketing practices and brand loyalty. These findings suggest that consumers’ loyalty toward QSR brands is shaped not only by direct marketing stimuli but also by the brand perceptions developed through environmentally oriented communication and digital engagement. The study contributes to the sustainable marketing and consumer behavior literature by integrating eco-marketing and social media marketing within a unified framework for explaining brand loyalty in the QSR sector. The findings also provide practical implications for QSR managers by emphasizing the importance of credible eco-advertising, meaningful environmental labeling and packaging, and relevant social media strategies to strengthen brand image and foster loyalty across Generation X, Millennials, and Generation Z consumers.
Keywords: Eco Marketing; Social Media Marketing; Brand Image; Brand Loyalty; Quick Service Restaurant; PLS-SEM
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References
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https://doi.org/10.3389/fcomm.2025.1626744
Yee, W. F., Ng, S. I., Seng, K., Lim, X. J., & Rathakrishnan, T. (2022). How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context. Journal of Marketing Analytics, 10(2), 114–130.
https://doi.org/10.1057/s41270-021-00110-1
Cao, T., & Nguyen, T. H. (2025a). The impact of TikTok advertising content on purchase intention: the roles of brand awareness, brand image, age, and income groups. Asia Pacific Journal of Marketing and Logistics, 1–18. https://doi.org/10.1108/apjml-11-2024-1700
Cao, T., & Nguyen, T. H. (2025b). The impact of TikTok advertising content on purchase intention: the roles of brand awareness, brand image, age, and income groups. Asia Pacific Journal of Marketing and Logistics, 1–18. https://doi.org/10.1108/apjml-11-2024-1700
Chang, W.-J. (2020). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, 123(1), 209–223.
Ibrahim, A. A., Ahmad, S. Z., Abu Bakar, A. R., & El-Adly, M. (2025). Social media marketing's impact on brand equity and loyalty in higher education: customer engagement's role. Journal of International Education in Business. https://doi.org/10.1108/JIEB-08-2024-0105
Ibrahim, B., & Aljarah, A. (2023). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1–25.
Jaggi, S., Kumar, A., & Verma, S. (2025). Mediation analysis of brand image in predicting the influence of green marketing strategies on consumer purchase intentions for quick service restaurants (QSR). Journal of Advances in Management Research. https://doi.org/10.1108/JAMR-01-2024-0005
Kaur, T., & Kathuria, L. M. (2025). Customers' motivations to engage with quick service restaurant (QSR) brands on social media: a uses and gratifications approach. Journal of Hospitality and Tourism Insights, 8(1), 304–325.
Le, T. T., Le, M. H., Nguyen Thi Tuong, V., Nguyen Thien, P. V., Tran Dac Bao, T., Nguyen Le Phuong, V., & Mavuri, S. (2024). Prestige over profit, corporate social responsibility boosts corporate sustainable performance: mediation roles of brand image and brand loyalty. Journal of Global Responsibility, 15(2), 215–244. https://doi.org/10.1108/JGR-09-2023-0145
Li, N., Meng, F., & Tong, Y. (2025). Exploring visual representations of hotel brand image: framework development using mixed methods. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-08-2024-1238
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811703
Manajemen, P., Ekonomi, F., Bisnis, D., & Wiraraja, U. (2023). Structural Equation Modeling (Sem) Dengan Smartpls Dalam Menyelesaiakan Permasalahan Di Bidang EkonomI Sayyida. Journal MISSY (Management and Business Strategy), 4.
Nguyen, G. T. T. (2025a). Bridging functionality and emotion: the role of brand image in cultivating loyalty among logistics partners through brand love and engagement in Vietnam's B2B sector. Journal of Business and Industrial Marketing, 40(5), 1208–1222. https://doi.org/10.1108/JBIM-08-2024-0609
Nguyen, G. T. T. (2025b). Bridging functionality and emotion: the role of brand image in cultivating loyalty among logistics partners through brand love and engagement in Vietnam's B2B sector. Journal of Business and Industrial Marketing, 40(5), 1208–1222. https://doi.org/10.1108/JBIM-08-2024-0609
Nguyen-Viet, B. (2022a). Understanding the influence of eco-label, and green advertising on green purchase intention: The mediating role of green brand equity. Journal of Food Products Marketing, 28(2), 87–103.
Nguyen-Viet, B. (2022b). Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity. Journal of Food Products Marketing, 28(2), 87–103.
https://doi.org/10.1080/10454446.2022.2043212
Nurwulandari, A., & Darwin, M. (2020). Heywood Case Data Statistik. NUCLEUS, 1(2), 74–84. https://doi.org/10.37010/nuc.v1i2.173
Purwianti, L., Ariyanto, H. H., & Christella, C. (2025). Attitude and the Mediating Role in Online Food Delivery Continuance Intention. Journal of Consumer Sciences, 577–600. https://doi.org/10.29244/jcs.10.3.577-600
Purwianti, L., Ariyanto, H. H., Winata, K., & Changbo, L. (2025). Reinforcing Green Consumption Intentions: Attitudes as a Mediator and the Role of Environmental Concerns, Lifestyles, Social Media, and Subjective Norms. IJBE (Integrated Journal of Business and Economics), 9(4). https://doi.org/10.33019/ijbe.v9i4.1275
Purwianti, L., Nurjanah, L., Aqmi, A. L. Z., & Yulianto, E. (2025). Integrating TAM, TPB, and Time-Saving Orientation to Predict Continued Use of Online Food Delivery: Customer Experience in Distribution Services. Journal of Distribution Science, 23(3), 79–90. https://doi.org/10.15722/jds.23.03.202503.79
Quoc, T. N., Phuc, N. N., & Duong, N.-H. (2025). Examining green packaging, branding, and eco-labeling strategies: The case of young consumers' perceptions and responses in F&B industry. Cleaner and Responsible Consumption, 16, 100258.
Seifollahi, N. (2023). Analysis of the Effect of Green Packaging on Attracting and Retaining Environmentally Friendly Customers with the Mediating role of Green Brand Image. Pollution, 9(3), 950–964.
Tasci, A. D. A., & Back, R. M. (2025). Testing a consumer-based brand equity model for wine tourism destinations. Journal of Hospitality and Tourism Insights, 8(6), 2057–2079. https://doi.org/10.1108/JHTI-08-2024-0820
Watson, A., Perrigot, R., & Dada, O. (2024a). The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), 806–819. https://doi.org/10.1002/bse.3523
Watson, A., Perrigot, R., & Dada, O. (2024b). The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), 806–819. https://doi.org/10.1002/bse.3523
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). 'I see it, i want it, i buy it': The role of social media marketing in shaping brand image and gen z's intention to purchase local product. Society, 10(2), 351–369.
Wu, M. H. (2025). The impact of brand identification, brand image, and brand love on brand loyalty: the mediating role of customer value co-creation in hotel customer experience. Frontiers in Communication, 10.
https://doi.org/10.3389/fcomm.2025.1626744
Yee, W. F., Ng, S. I., Seng, K., Lim, X. J., & Rathakrishnan, T. (2022). How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context. Journal of Marketing Analytics, 10(2), 114–130.
https://doi.org/10.1057/s41270-021-00110-1
Published
2026-08-10
How to Cite
Purwianti, L., Yoe, E., & Putra, E. (2026). Uncovering consumer loyalty in quick service restaurants in Batam City. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 2093-2110. https://doi.org/10.35508/jom.v19i2.29978
Section
Articles
