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All Journal Jurnal Akuntansi dan Pajak Jurnal Ilmiah Ekonomi Islam Al-Urban: Jurnal Ekonomi Syariah dan Filantropi Islam FINANSIA : Jurnal Akuntansi dan Perbankan Syariah JURNAL LENTERA BISNIS Jurnal Abdimas Bina Bangsa International Journal of Economics (IJEC) International Journal of Educational Research Excellence (IJERE) West Science Accounting and Finance KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Ridwansyah
Dosen Fakultas Syariah Dan Hukum UIN Raden Intan Lampung
Arts Humanities Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Pengaruh Pemasaran Relasional dan Citra Merek Terhadap Loyalitas Pelanggan Pada Waralaba Internasional di Tengah Konflik Palestina : (Studi Pada Konsumen Mcdonald’s di Kota Bandar Lampung) Gusthia Wahyuni; Ridwansyah Ridwansyah; Muhammad Iqbal Fasa
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 4 No. 2 (2024): Juni : Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v4i2.3721

Abstract

Boycotting products has become a phenomenon that has garnered global attention, especially in the context of the conflict between Israel and Palestine. As one of the largest fast-food brands in the world, McDonald's has been targeted for boycotts by several groups and individuals who oppose the company's policies and practices perceived to be involved in the conflict. This research aims to analyze the influence of relational marketing and brand image on customer loyalty in international franchises amid the Palestinian conflict. The study uses purposive sampling techniques with a Likert scale distributed to 100 McDonald's consumers via Google Forms, tested using IBM SPSS Statistics 26. The results of the study indicate that the variable of relational marketing does not have a positive and significant effect on customer loyalty. However, for the second hypothesis, brand image has a positive and significant effect on customer loyalty. It can be concluded from the test results that the variables of relational marketing and brand image simultaneously have a positive and significant effect on customer loyalty.
Co-Authors A. Zuliansyah Anip Dwi Saputro, Anip Dwi Bela Mawarni Dania Helin Amrina Efendi Sugianto Erike Anggraeni Gusthia Wahyuni Helma Marariza Helma Marariza Heni Verawati Inova Fitri Siregar Muhammad Iqbal Fasa Napu, Fithriah Nur Wahyu Ningsih Okta Supriyaningsih Sinta Ayu Purnamasari Suhendar Suhendar Sukardi Sukardi Yuniar Sari