Faktor yang Mempengaruhi Brand Loyalty terhadap Restoran Cepat Saji di Kota Batam
Abstract
Penelitian ini bertujuan untuk menganalisis faktor yang mempengaruhi brand loyalty terhadap restoran cepat saji di kota Batam. Metode pengumpulan data menggunakan convenience sample. Sampel yang digunakan mencapai 350 responden yang sering menikmati makanan di restoran cepat saji di Kota Batam. Penelitian ini mendapat hasil perceived quality, perceived value of cost, trust, lifestyle congruence berdampak signifikan positif terhadap customer satisfaction, perceived quality berdampak positif terhadap brand loyalty, dan customer satisfaction berdampak positif terhadap brand loyalty.
Kata Kunci: loyalitas merek, kepuasan pelanggan
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DOI: https://doi.org/10.37531/sejaman.v6i1.2451
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