Violeta, Lauda Gaby (2023) Pengaruh Brand Image dan Customer Experience Melalui Customer Satisfaction sebagai Variabel Intervening Terhadap Customer Loyalty (Studi pada McDonald’s Rungkut di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
McDonald's is one of the most famous and globalized fast food restaurants in the world. McDonald's has more than 200 outlets spread across various cities in Indonesia. McDonald's has a variety of contemporary products by utilizing sophisticated technology in releasing new products that are in accordance with current trends, which are characteristic as a differentiator from competing products. This research was conducted to determine the effect of brand image and customer experience through customer satisfaction as an intervening variable on customer loyalty at McDonald's Rungkut in Surabaya. The sampling technique used non-probability sampling with a sample of 100 respondents. Data analysis used Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results of this study indicate that brand image and customer experience have a positive and significant effect on customer satisfaction; brand image, customer experience, and customer satisfaction have a positive and significant effect on customer loyalty; indirectly brand image and customer experience have a positive and significant effect through customer satisfaction on customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Lauda Gaby Violeta | ||||||||
| Date Deposited: | 09 Mar 2023 06:31 | ||||||||
| Last Modified: | 09 Mar 2023 06:31 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12257 |
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