Pengaruh Citra Merek, Harga dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan MC’Donalds di Surabaya

Ramadhan, Aditya Dwi Pramasta (2023) Pengaruh Citra Merek, Harga dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan MC’Donalds di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.

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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

Item Type:	Thesis (Undergraduate)
Subjects:	600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions:	Bachelor of Management
Depositing User:	ADITYA DWI PRAMASTA RAMADHAN
Date Deposited:	09 Jan 2024 01:55
Last Modified:	09 Jan 2024 01:55
URI:	http://eprints.perbanas.ac.id/id/eprint/11702

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