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Muhammad Azhar
Program Studi Agribisnis Fakultas Pertanian Universitas Sumatera Utara
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Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas Pelanggan (Studi pada McDonald’s Cabang Ciledug) Fajrina, Rizka; Azhar, Muhammad; Ulya, Mawaddatul
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4571

Abstract

This study is motivated by the boycott phenomenon against McDonald’s triggered by the Israel–Palestine conflict, which has affected consumer perceptions in Indonesia, particularly in Ciledug, Tangerang City. The purpose of this research is to analyze the influence of brand image and product quality on customer loyalty toward McDonald’s in Ciledug District. The research method employed is quantitative utilizing a purposive sampling technique, with 100 respondents who are McDonald’s consumers. Data processing was conducted using SPSS version 23, including multiple linear regression analysis, validity and reliability tests, classical assumption tests, F-test, t-test, and the coefficient of determination (R²). The findings reveal that brand image has a positive and significant effect on customer loyalty, indicated by t-count > t-table, with a value of 9.268 > 1.984. Meanwhile, product quality does not show a significant effect on customer loyalty, reflacted by t-count < t-table, with a value of -0.381 < 1.984. Simultaneously, brand image and product quality highly influence customer loyalty, as presented by F-count 103.713 > F-table 3.090 and a significance value of 0.000, which is less than 0.05.
Co-Authors Abdul Ghofar Abdul Gofur Abdul Wahab Abubakar, Usman Achmad Fajruddin Fatwa Adhan, Achmad Maulana Adhianty Nurjanah Agus Setyo Muntohar Ahmad Fauzan Ahmad Hidayat ahmad yani Akbar, Raihan Akbar, Sabila Al-Razi, Muhammad Fakhruddin Amiruddin Siahaan Ananda, Rusydi Andy Aprinita, Cindy Asari, Siti Asyabaabudzaki, Asyabaabudzaki Azam Syukur Rahmatullah, Azam Syukur Azmil, Mimil carsiwan, carsiwan Damanik, Maikhel Samuel Dani, Sulis Mawar Daulay, Aidil Ridwan Dewi Anggraini Diana, Ega Dongoran, Rahmita Murdiaty Edi Hartono Ekasari, Nurlita Elghaniyya, Raihan Fajrina, Rizka Gumilar, Agus Harahap, Fiki Robi Handoko Harahap, Khairunnisa Hifni, Azizah Husanda, Meisy Indriani, Lia Jana, La Januri Karim Karim, Karim Khairani, Diva Ghefira Mahardika Khalisa, Andi Thafida Kiki Kurniawan Laila Sari Masyhur Lusy Asa Akhrani, Lusy Asa Malaka, Muhammad Hajrul Mariah Kibtiyah, Mariah Ma’rifah, Nurul Mstamin, Mustamin Muhammad Afif Muhammad Anis, Muhammad Muhammad Hafiz Muhammad Heri Zulfiar, Muhammad Heri Nafi'an, Muh. Ilman Nasrullah Nasrullah Nisa, Nabila Khairun Nugraha, Reshandi nur azizah, azizah Nurshabrina, Qonita Nurwijayanti Perangin-angin, Despaleri Permana, Yandi Popy Yuniar Prakoso, Arta Usamah Purnomo, Halim Rahmadani, Rian Nur Renesteen, Editha Rini Hamsidi Ritonga, Mukail Rusdi Kasman Sahidin . Salminawati Sapuadi, Sapuadi Sartika, Maharani Satria Abdi, Nurul Selvi Annisa Shuhaib, Shuhaib Sintiya, Sindy Siregar, Vera Yunita Subiyakto, Yuli Sungkono Suud, Fitriah M. Suwindi, Akhmad Syahru Akram, Aqil Tanjung, Lidra Agustina Ulya, Mawaddatul Wardhani, Bantari Wisynu Kusuma Willis Diana Yodha, Agung Wibawa Mahatva Zainal, Abdul Qahar Zaini Dahlan