The influence of brand awareness and brand image on sales mediated by customer service at Resto Ceplok Telor Bogor

https://doi.org/10.35912/ambus.v1i1.3726
Published: Nov 28, 2025

Abstract:

Purpose: This study examines the effects of brand awareness and brand image on sales at Resto Ceplok Telor Bogor (CTB) and tests whether customer service mediates these relationships.

Methodology/approach: The research used a quantitative approach with purposive non-probability sampling of 140 Bogor residents who had consumed CTB products for at least three months. Data were analyzed using PLS-SEM (SmartPLS 4.0.9.9) to assess reliability/validity, structural relationships, and specific indirect (mediation) effects via bootstrapping.

Results/findings: Brand awareness, brand image, and customer service each have a positive and significant direct effect on sales. The model shows strong explanatory power for customer service (R² = 0.695) and moderate explanatory power for sales (R² = 0.615). However, mediation is not supported: the indirect paths Brand Awareness ? Customer Service ? Sales (? = 0.131; t = 1.680; p = 0.093) and Brand Image ? Customer Service ? Sales (? = 0.114; t = 1.666; p = 0.096) are not significant.

Conclusion: Brand awareness and brand image are key drivers of sales in an emerging restaurant brand, while customer service improves sales directly but does not function as the mechanism linking brand constructs to sales.

Limitations: The study relies on a purposive sample from a single restaurant context and self-reported survey data, which may limit generalizability and introduce response bias.

Contribution: The study provides empirical evidence distinguishing direct brand effects from service effects in the restaurant setting and informs managers to strengthen brand-building and service SOP/training as parallel (not sequential) strategies to increase sales.

Keywords:
1. Brand Awareness
2. Brand Image
3. Resto
4. Sales & Customer Service
Authors:
1 . Widiastuti Eko Wulandari
Universitas Kristen Krida Wacana, Jakarta, Indonesia
2 . PM. Budi Haryono
Universitas Kristen Krida Wacana, Jakarta, Indonesia
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How to Cite
Wulandari, W. E., & Haryono, P. B. (2025). The influence of brand awareness and brand image on sales mediated by customer service at Resto Ceplok Telor Bogor. Advances in Management and Business Studies, 1(1), 1–17. https://doi.org/10.35912/ambus.v1i1.3726
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Vol. 1 No. 1 (2025): November
Articles
References

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    Pribadi, J. A., Adiwijaya, M., & Herjanto, H. (2019). The Effect of Brand Trilogy on Cosmetic Brand Loyalty. International Journal of Business and Society, 20(2), 730-742.

    Puspitasari, L. (2017). Pengaruh Brand Image Terhadap Penjualan Kamar pada Hotel Aryaduta Jakarta. Jurnal Sains Terapan Pariwisata, 2(1), 44-54.

    Sari, C. P., Kholid, I., & Lutfi, L. (2023). Peran Kualitas Layanan falam Meningkatkan Kepuasan Pelanggan pada PT Lancar Berkah Berlimpah Jawa Timur. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 2(4), 383-394. doi:https://doi.org/10.24034/jimbis.v2i4.6246

    Sari, S., Syamsuddin, & Syahrul. (2021). Analisis Brand Awareness dan Pengaruhnya Terhadap Buying Decision Mobil Toyota Calya di Makassar. Journal of Business Administration (JBA), 1(1), 37-48. doi:https://doi.org/10.31963/jba.v1i1.2678

    Soetiyono, A., & Alexander, A. (2025). Pengaruh Kualitas Layanan, Kualitas Produk, dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada Marketplace di Indonesia. eCo-Buss, 7(3), 2055-2071. doi:https://doi.org/10.32877/eb.v7i3.2148

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    Sumantri, D. R., & Pakpahan, A. K. (2024). Pengaruh Customer Satisfaction, Brand Image dan Brand Love Terhadap Brand Loyalty Restoran Fast Food di Jakarta. Media Riset Bisnis & Manajemen, 23(1), 25-42. doi:https://doi.org/10.25105/v23i1.20639

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    Tumpuan, A. (2021). Penerapan Sistem Menu Engineering Dalam Upaya Peningkatan Kualitas Menu di Restoran Bintan Inti Executive Village Clubhouse. Jurnal Pariwisata Terapan, 5(1), 60-73. doi:https://doi.org/10.22146/jpt.66724

    Utomo, S., & Saragih, A. (2023). The Effect of Brand Awareness and Service Quality on Customer Satisfaction and Its Implications for Container Terminal Customer Loyalty. International Journal of Advanced Multidisciplinary, 2(2), 551-561. doi:https://doi.org/10.38035/ijam.v2i2.336

    Wei, K. K., Chin, K. C., Kee, L. S., & Yuka, I. (2025). Customer Perception and Satisfaction on Food Service Technology Service Quality in Restaurant Operations. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM), 10(39), 24-38. doi:https://doi.org/10.35631/JTHEM.1039003

    Yit, M., & Bangun, Y. (2020). Employee Empowerment in the Decision-Making Process: Evidence from the Food and Beverage Industry in Indonesia. Jurnal Manajemen Teknologi, 19(1), 80-99. doi:https://doi.org/10.12695/jmt.2020.19.1.5

  1. Adriyanto, H., & Subakti, A. G. (2023). Pengaruh Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus di Restoran Casa de Peri Jakarta Selatan). Journal of Indonesian Tourism, Hospitality and Recreation, 6(1), 51-60. doi:https://doi.org/10.17509/jithor.v6i1.55476
  2. Álvarez-García, J., González-Vázquez, E., Del Río-Rama, M. d. l. C., & Durán-Sánchez, A. (2019). Quality in Customer Service and Its Relationship with Satisfaction: An Innovation and Competitiveness Tool in Sport and Health Centers. International Journal of Environmental Research and Public Health, 16(20), 1-17. doi:https://doi.org/10.3390/ijerph16203942
  3. Aprina, N., & Hadi, E. D. (2024). Pengaruh Product Quality dan Brand Image Terhadap Repurchase Intention yang Dimediasi oleh Customer Satisfaction pada Produk Skincare Skintific di Indonesia. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 7(1), 252-262. doi:https://doi.org/10.36778/jesya.v7i1.1452
  4. Atmaka, M. M., & Putra, H. T. (2024). Pengaruh Brand Image dan Brand Awareness Terhadap Repurchase Intention yang Dimediasi oleh Customer Satisfaction Permen Kopiko di Kota Cimahi. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 1078-1089. doi:https://doi.org/10.31539/costing.v7i5.11793
  5. Christyawan, R. D. W., & Sulasari, A. (2024). Pengaruh Brand Awareness dan Product Quality Terhadap Keputusan Pembelian Mi Gelas Mahasiswa Politeknik Negeri Malang (Studi Kasus Mahasiswa D4 Manajemen Pemasaran). Jurnal Ilmiah Ekonomi Dan Manajemen, 2(10), 9-15. doi:https://doi.org/10.61722/jiem.v2i10.2583
  6. Damayanti, D. F., Cahyani, I. D., Nurrachma, A. L., & Ikaningtyas, M. (2024). Analisis Strategi Penjualan dan Segmentasi Pasar pada Produk Aneka Jajanan Tradisional (Studi Kasus Pada Toko Lien Cakes Rungkut Surabaya). Jurnal Media Akademik (JMA), 2(4), 1-18. doi:https://doi.org/10.62281/v2i4.234
  7. Ferdyanto, S. (2021). Pengaruh Persepsi Harga, Promosi dan Kualitas Layanan terhadap Keputusan Pembelian (Studi pada Perusahaan Ritel di Jakarta). Jurnal Manajemen Bisnis dan Kewirausahaan, 5(3), 279-284. doi:https://doi.org/10.24912/jmbk.v5i3.11863
  8. Frenredy, W., & Dharmawan, P. (2020). Dimensi Brand Image Untuk Memprediksi Brand Love dan Brand Loyaty. Jurnal Manajerial Dan Kewirausahaan, 2(4), 1005-1014. doi:https://doi.org/10.24912/jmk.v2i4.9884
  9. Ghozali, I. (2008). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
  10. Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0. Semarang: Badan Penerbit Undip.
  11. Gunawan, A. (2023). Hubungan Persediaan dengan Penjualan pada Laporan Keuangan Koperasi Bukit Muria Jaya Tahun 2021-2022. Jurnal PBM: Pengembangan Bisnis dan Manajemen, 43, 95-109.
  12. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. New York: Springer Nature.
  13. Kurnia, D. A., & Rachmawati, M. (2024). Pengaruh Kualitas Pelayanan dan Brand Image Terhadap Kepuasan Pelanggan dan Dampaknya pada Loyalitas Pelanggan PT. Mutiara Bintang Abadi. Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI), 6(2), 642-655. doi:https://doi.org/10.38035/jemsi.v6i2.3273
  14. Kurniawan, K. J., Wahyudi, R., & Hellyani, C. A. (2023). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Produk Mixue di Kota Malang. JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME), 1(3), 231-242. doi:https://doi.org/10.54066/jrime.v1i3.434
  15. Madjid, B., & Syahputra, S. (2019). Pengaruh Brand Awareness dan Brand Image Terhadap Volume Penjualan Teh Botol Sosro di Kota Bandung. eProceedings of Management, 6(3), 6029-6037.
  16. Manik, C. M., & Siregar, O. M. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian pada Konsumen Starbucks di Kota Medan. Journal Of Social Research, 1(7), 694-707. doi:https://doi.org/10.55324/josr.v1i7.134
  17. Nadjwa, A., Srivania, D., & Mardhiana, H. R. (2024). Investigating Brand Awareness, Brand Image, and Perceived Quality on Customer Loyalty. Jurnal Bisnis Mahasiswa, 4(4), 531-547. doi:https://doi.org/10.60036/jbm.v4i4.art7
  18. Pribadi, J. A., Adiwijaya, M., & Herjanto, H. (2019). The Effect of Brand Trilogy on Cosmetic Brand Loyalty. International Journal of Business and Society, 20(2), 730-742.
  19. Puspitasari, L. (2017). Pengaruh Brand Image Terhadap Penjualan Kamar pada Hotel Aryaduta Jakarta. Jurnal Sains Terapan Pariwisata, 2(1), 44-54.
  20. Sari, C. P., Kholid, I., & Lutfi, L. (2023). Peran Kualitas Layanan falam Meningkatkan Kepuasan Pelanggan pada PT Lancar Berkah Berlimpah Jawa Timur. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 2(4), 383-394. doi:https://doi.org/10.24034/jimbis.v2i4.6246
  21. Sari, S., Syamsuddin, & Syahrul. (2021). Analisis Brand Awareness dan Pengaruhnya Terhadap Buying Decision Mobil Toyota Calya di Makassar. Journal of Business Administration (JBA), 1(1), 37-48. doi:https://doi.org/10.31963/jba.v1i1.2678
  22. Soetiyono, A., & Alexander, A. (2025). Pengaruh Kualitas Layanan, Kualitas Produk, dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada Marketplace di Indonesia. eCo-Buss, 7(3), 2055-2071. doi:https://doi.org/10.32877/eb.v7i3.2148
  23. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
  24. Sugiyono. (2018). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif dan R&D). Bandung: Alfabeta.
  25. Sumantri, D. R., & Pakpahan, A. K. (2024). Pengaruh Customer Satisfaction, Brand Image dan Brand Love Terhadap Brand Loyalty Restoran Fast Food di Jakarta. Media Riset Bisnis & Manajemen, 23(1), 25-42. doi:https://doi.org/10.25105/v23i1.20639
  26. Tafonao, A., Manao, I. K., & Zagoto, N. (2024). Pengaruh Kualitas Pelayanan Terhadap Volume Penjualan di UD. Anis Berkat. Jurnal Ekonomi dan Bisnis Nias Selatan, 8(1), 18-27. doi:https://doi.org/10.57094/jeb.v8i2.2540
  27. Triandewo, M. A., & Yustine, Y. (2020). Pengaruh Kualitas Layanan, Citra Perusahaan dan Kepercayaan pada Loyalitas Konsumen. Jurnal Bisnis Dan Akuntansi, 22(1), 13-24. doi:https://doi.org/10.34208/jba.v22i1.743
  28. Tumpuan, A. (2021). Penerapan Sistem Menu Engineering Dalam Upaya Peningkatan Kualitas Menu di Restoran Bintan Inti Executive Village Clubhouse. Jurnal Pariwisata Terapan, 5(1), 60-73. doi:https://doi.org/10.22146/jpt.66724
  29. Utomo, S., & Saragih, A. (2023). The Effect of Brand Awareness and Service Quality on Customer Satisfaction and Its Implications for Container Terminal Customer Loyalty. International Journal of Advanced Multidisciplinary, 2(2), 551-561. doi:https://doi.org/10.38035/ijam.v2i2.336
  30. Wei, K. K., Chin, K. C., Kee, L. S., & Yuka, I. (2025). Customer Perception and Satisfaction on Food Service Technology Service Quality in Restaurant Operations. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM), 10(39), 24-38. doi:https://doi.org/10.35631/JTHEM.1039003
  31. Yit, M., & Bangun, Y. (2020). Employee Empowerment in the Decision-Making Process: Evidence from the Food and Beverage Industry in Indonesia. Jurnal Manajemen Teknologi, 19(1), 80-99. doi:https://doi.org/10.12695/jmt.2020.19.1.5