Anteseden dan konsekuensi dari brand love dan brand loyalty pada restoran cepat saji
Info Katalog
File Repositori
Nomor Panggil : 022001806036
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Iwan Ekawanto
Subyek : Brand loyaty;Marketing management
Kata Kunci : customer satisfaction, brand image, brand love, brand loyalty, fast food restaurant
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001806036_Halaman-Judul.pdf | 10 | |
| 2. | 2023_TA_SMJ_022001806036_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001806036_Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2023_TA_SMJ_022001806036_Bab-2-Tinjuan-Pustaka.pdf | 13 |
|
| 5. | 2023_TA_SMJ_022001806036_Bab-3-Metodologi-Penelitian.pdf | 15 |
|
| 6. | 2023_TA_SMJ_022001806036_Bab-4-Analisa-dan-Pembahasan.pdf | 14 |
|
| 7. | 2023_TA_SMJ_022001806036_Bab-5-Kesimpulan.pdf | 5 |
|
| 8. | 2023_TA_SMJ_022001806036_Daftar-Pustaka.pdf | 7 | |
| 9. | 2023_TA_SMJ_022001806036_Lampiran.pdf | 16 |
|
P enelitian ini bertujuan untuk menganalisis secara empiris pengaruh kepuasaan pelanggan, citra merek, kecintaan merek dan loyalitas merek dengan sampel individu berjumlah 210 responden yang telah menggunakan perusahaan layanan makanan (yaitu restoran cepat saji) sebelumnya dalam 3 bulan terakhir setidaknya sekali. Penelitian ini melakukan uji hipotesis dengan menggunakan analisis structural equation modelling. Selain itu, analisis hierarkis dilakukan untuk lebih menggeneralisasi dan mendukung hasil analisis statistik.
T his study aims to analyze empirically the effect of customer satisfaction, brand image, brand love and brand loyalty with a 210 sample of individuals who have used a food service company (ie fast food restaurant) before in the last 3 months at least once. This study conducted hypothesis testing using structural equation model analysis. In addition, a hierarchical analysis was performed to further generalize and support the results of the statistical analysis.
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