CD-ROM

Pengaruh Citra Merek dan Persepsi Kualitas Terhadap Loyalitas Merek (Studi pada Merek Restoran Mcdonald’s di Kota Malang) (CD + Cetak)

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McDonald's Fast Food Restaurant is one of the world's most popular brands in the food and beverage industry. McDonald's has a strong position in the minds of Indonesian consumers according to the achievement of the Top Brand Index indicator in 2015 - 2019. In this longestablished brand strength, McDonald's is in a tight competition for brand
loyalty by customers. The purpose of this research in the First Hypothesis stage is to examine the effect of brand image and perceived quality on brand loyalty. In the Second Hypothesis, this study examines the independent variable which is the most dominant in influencing the dependent variable. After going through the testing phase, the two hypotheses in this study were rejected. The sample in this study was taken online using purposive sampling data collection method. The number of samples used was 110 respondents. The data obtained were analyzed using SPSS 24 software. Hypothesis testing to determine the effect of variables using multiple linear regression
techniques. The results showed that brand image had a positive and insignificant effect on brand loyalty. Then the perceived quality has a positive and significant effect on brand loyalty. Perceptions of quality were found to have the highest effect on brand loyalty. The findings in this study indicate that to build strong brand loyalty, McDonald's needs to focus more on building perceptions of quality rather than focusing on brand image strategy.

Keywords: brand image, perceived quality, brand image, brand loyalty, and SPSS.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

097 MJN2020 HER p

Penerbit

Malang : Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang., 2020

Deskripsi Fisik

PDF, 3.143 KB

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

097 MJN 2020

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Perceived Quality
BRAND IMAGE
BRAND LOYALTY
SPSS

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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