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All Journal Performance : Jurnal Bisnis dan Akuntansi
Rismadian, Ivana Azahra
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Economics, Econometrics & Finance

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Peran Citra Merek Dan Kepercayaan Merek Dalam Mewujudkan Loyalitas Merek Pelanggan KFC Rismadian, Ivana Azahra; -, Nurhadi
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 11 No 2 (2021): Performance:Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v11i2.1297

Abstract

Realizing brand loyalty is very important for the company so that the brand continues to be known and firmly entrenched in the minds of consumers. KFC is a well-known brand as well as a pioneer of fast food restaurants in Indonesia. This study aims to determine the effect of Brand Image and Brand Trust on Brand Loyalty. This type of research is quantitative using a data collection method with a questionnaire. The research sample was 385 respondents who made purchases at least twice in a period of one year at KFC in Surabaya who were drawn using purposive sampling technique. Information was collected using a questionnaire. The analysis technique used is Multiple Linear Regression using the SPSS 16 application. The results showed that simultaneously Brand Image and Brand Trust have a significant effect on Brand Loyalty. Partially, Brand Image and Brand Trust have a positive and significant effect on Brand Loyalty.
Co-Authors Nurhadi -