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All Journal MNJ (Malang Neurology Journal) Medicinus : Jurnal Kedokteran Jurnal Ilmiah Pendidikan dan Pembelajaran Paedagogia: Jurnal Pendidikan Jurnal Bisnis dan Akuntansi JTIK (Jurnal Teknik Informatika Kaputama) Jurnal Abdi: Media Pengabdian Kepada Masyarakat Kognitif: Jurnal Riset HOTS Pendidikan Matematika Asian Journal of Innovative Research in Social Science Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Keperawatan Jurnal Malikussaleh Mengabdi Journal of Economic and Business
Angela, Angela
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Other

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Journal : Jurnal Bisnis dan Akuntansi

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BRAND EQUITY, CUSTOMER SATISFACTION, DAN PURCHASE INTENTION: ANALISIS PADA FRANCHISE F&B ASING Angela, Angela; Kesumahati, Erilia
Jurnal Bisnis dan Akuntansi Vol. 25 No. 2 (2023): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/jba.v25i2.2142

Abstract

The research in this article examines the factors that influence Purchase Intention in foreign F&B franchises using Service Quality and Digital Marketing variables mediated by Customer Satisfaction and Brand Equity. The study uses primary data collected through distributing questionnaires in the form of a Google Form to urban residents who have visited foreign F&B franchises in Batam City, which is then analyzed with secondary data. A total of 326 data from respondents who met the criteria were used and analyzed using the SmartPLS program. The results of the study show that Service Quality, Customer Satisfaction, Brand Equity, and Digital Marketing have a significant positive effect on Purchase Intention. This research shows that the importance of Service Quality, Customer Satisfaction, Brand Equity, and Digital Marketing in increasing Purchase Intention of F&B Franchise in Batam City.
Co-Authors Abdul Gafur Marzuki Ananda, Silvia Angelina Angelina Annisa Annisa Aurelis, Grefa Baguilat, Ivan D. Br Sembiring, Salsalina Broto, Resza Delastri, Lusiana Dharmansyah, Renald Patria Dimas Pratama, Dimas Efendy, Dudy Erilia Kesumahati Ferdiaananda, Muhammad Rizky Friska, Simon Gunawan, Catherine Hanes Hanes, Hanes Hutagalung, Yorio Arwandi Wisdom Ida Wahyuni Inelsi Palengka Jane Florida Kalumpiu, Jane Florida Kawilarang, Melani Love, Anjel Lutfi, Raihansyah M, Elisabet Malau, Yois Nelsari Mardiansyah, M Rizki Mauliate, Deasy Muhammad Fikry Novita, Herlina nuryana nuryana, nuryana Paulina Paulina Pudi, Yulita Rizaldy Pinzon Santoso, Tiffanie Almas Satriajaya, Anthony Shelly, Shelly Shintia, Dina Sudibjo, Niko Sumule, Yense Tan, Sylvia Tappi, Thea Tarigan, Anggun Kinanti Ulfah Ulfah Vatvani, Akhil Deepak Waren, Kalis Wijaya, Jenni Henas Yulinazira, Ulfa Yusriyana, Yusriyana