The Effect of Brand Image and Product Quality on Fast Food Consumer Loyalty in East Java Province Pengaruh Citra Merek Dan Kualitas Produk Terhadap Loyalitas Konsumen Makanan Cepat Saji di Provinsi Jawa Timur
- Brand Image,
- Product Quality,
- Consumer Loyalty
Copyright (c) 2022 Dewi Riski Melania, Rita Ambarwati Sukmono
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study aims to determine the effect of brand image and product quality on consumer loyalty at McDonald's in East Java. This study uses a quantitative approach with a questionnaire survey method. The method of determining the sample is simple random sampling. The sample used is 100 respondents who have bought McDonald's products in East Java. The data analysis used is outer model test and the inner model test on the Smart PLS software application. The results of this study indicate that there is an influence of brand image on consumer loyalty McDonald's in East Java, With the results of a good brand reputation indicator which dominantly reflects the brand image variable and the less dominant loyalty indicator reflects the brand image variable. There is an effect of product quality on consumer loyalty McDonald's in East Java, with the result that the dominant flavor variant indicator reflects the product quality variable and the less dominant product shelf life indicator reflects the product quality variable.
Downloads
Metrics
References
- P. G. Erdipriwiranti, P. A. Pangemanan, and G. A. J. Rumagit, “Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Loyalitas Konsumen Dunkin’ Donuts Manado Town Square,” Agri-Sosioekonomi, vol. 15, no. 2, pp. 321–330, 2019, doi: 10.35791/agrsosek.15.2.2019.24490.
- Nikita Zuladi, “PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS KONSUMEN DI McDONALD’S DANAU SUNTER,” 2021.
- N. I. Lailiyah, “Pengaruh Kualitas Produk, Layanan dan Citra Merek Terhadap Keputusan Pembelian Dengan Kepercayaan Merek Sebagai Variabel Mediasi (Studi pada Konsumen Fast Food McDonald’s di Kota Malang),” Universitas Muhammadiyah Malang, 2020.
- F. L. K. Dewi, “Pengaruh Citra Merek, Kualitas Produk Dan Content Marketing Terhadap Loyalitas Konsumen (Studi Kasus: Umkm Olahan Kelor Nya’oemi Kota Mojokerto),” Institut Agama Islam Negeri Tulungagung, 2021.
- N. and A. Wijayanto, “Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Konsumen Tupperware (Studi Pada Konsumen Tupperware di Universitas di Ponegoro),” J. Adm. Bisnis bisnis, vol. 2, no. 1, pp. 89–97, 2013, doi: 10.14710/jab.v2i1.5357.
- H. N. Avika, “Pengaruh Citra Merek, Kualitas Produk, Terhadap Loyalitas Konsumen Melalui Kepuasan Pelanggan Sebagai Variabel Intervening,” Universitas Islam Negeri Sultan Syarif Kasim, 2020.
- Ghozali, “Aplikasi analisis Multivariate dengan Program SPSS. Semarang.: Badan Penerbit UNDIP.,” 2014.
- M. Sari, “Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen Seagai Variabel Mediasi (Kasus Konsumen Bedak Marcks pada Indomaret di Yogyakarta),” Sanata Dharma University, 2019.
- E. R. Sipayung, “Pengaruuh Citra Merek dan Kualitas Produk Terhadap Loyalitas Konsumen Produk Zoya (Survey Pada Pengunjung Outlet Zoya di Bandung Indah Plaza),” J. Manajamen dan Bisnis, vol. 1, no. 2, pp. 25–35, 2017.
- K. I. Sola, “Pengaruh Harga, Kualitas Produk, dan Kualitas pelayanan Terhadap Loyalitas Pelanggan (Studi Kasus pada Sakola Factory Outlet Jogja),” Universitas Santa Dharma, 2017.