ABDUSSALAM, MUHAMMAD (2024) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN PADA KFC DI SIDOARJO. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The business sector in the technological era is developing very rapidly due to the current dynamics of business competition. One of them occurs in the food industry sector. The Central Statistics Agency (BPS) noted that the food & beverage industry in Indonesia increased by 2.5 percent to 775.1 trillion in 2021. People are increasingly critical in determining which products to buy, thus demanding companies to meet customer needs in an effort to maintain market share and survive in business competition. This study analyzes the influence of brand image and brand trust on customer loyalty at KFC in Sidoarjo. The method used is a quantitative method with non-probability sampling techniques. Data analysis was carried out using the Structural Equation Modeling method which assisted using SmartPLS software. The results of hypothesis test show that the Brand Image variable and Brand Trust variable have a significant effect on customer loyalty. Based on the research results, it can be concluded that brand image has a positive and significant effect on customer loyalty. Likewise, brand trust has a positive and significant effect on customer loyalty at KFC in Sidoarjo. Keywords : Brand Image; Brand Trust; Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Muhammad Abdussalam Salam | ||||||||
| Date Deposited: | 13 Dec 2024 03:34 | ||||||||
| Last Modified: | 13 Dec 2024 03:34 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/33074 |
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