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

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.