Pengaruh Citra Merek, Harga dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan MC’Donalds di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ramadhan, Aditya Dwi Pramasta
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-01-09 01:55:18
Abstract :
Customer loyalty is someone who regularly makes purchases to satisfy their desires. The purpose of this study was to describe the influence of brand image, price, customer satisfaction on customer loyalty at Mc Donald's Surabaya. The number of respondents in this study were 130 respondents who came from the Surabaya City area with the criteria of having made purchases at Mc Donald's ranging from ages <17 years to ages > 52 years and older. Respondents were selected by means of purposive sampling. The data analysis technique used is SEM-PLS 4.0. The results of this study prove that brand image has a significant negative effect on customer loyalty, price, customer satisfaction has no significant effect on customer loyalty. Keywords: Brand Image, Price, Customer Satisfaction and Customer Loyalty
Customer loyalty is someone who regularly makes purchases to satisfy their desires. The purpose of this study was to describe the influence of brand image, price, customer satisfaction on customer loyalty at Mc Donald's Surabaya. The number of respondents in this study were 130 respondents who came from the Surabaya City area with the criteria of having made purchases at Mc Donald's ranging from ages <17 years to ages > 52 years and older. Respondents were selected by means of purposive sampling. The data analysis technique used is SEM-PLS 4.0. The results of this study prove that brand image has a significant negative effect on customer loyalty, price, customer satisfaction has no significant effect on customer loyalty. Keywords: Brand Image, Price, Customer Satisfaction and Customer Loyalty
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