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All Journal Bussman Journal : Indonesian Journal of Business and Management
Syarif Hidayatullah E
UPM Probolinggo
Economics, Econometrics & Finance

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BRAND LOYALITY DI TINJAU DARI TRUST DAN BRAND EQUITY PADA KENTUCKY FRIED CHICKEN (KFC) KOTA PROBOLINGGO Junaidi Junaidi; M. Raihan Wishal Nafis; Syarif Hidayatullah E; Dessy Kristiana Dewi
Bussman Journal : Indonesian Journal of Business and Management Vol. 1 No. 1 (2021): Bussman Journal | Januari - April 2021
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (396.421 KB) | DOI: 10.53363/buss.v1i1.31

Abstract

The study is conducted on purpose to identify whether there is a significant influence of brand trust and brand equity on brand loyalty at KFC Probolinggo City or not. This study employed a quantitative approach which was a causal associative method. Besides, this study consisted of three variables which were brand trust (X1), brand equity (X2), and brand loyalty (Y). The study also used 10,030 populations and a sample of 263 respondents which applied a 10% error. The study employed non-probability sampling which was a purposive sampling as a sampling technique. As a result, based on the partial hypothesis testing, the testing result on the brand trust variable (X1) toward the brand loyalty variable (Y) obtains the score of tvalue>ttable  (6.442>1.650735) and the significance score is 0.000<0.05. On the other hand, the testing result of the brand equity variable (X2) on the brand royalty variable (Y) obtains the score of tvalue>ttable  (11.984>1.650735) and the significance score is 0.000<0.05. It can be concluded that there is a significant influence of brand trust and brand equity on brand loyalty at KFC Probolinggo City
Co-Authors Dessy Kristiana Dewi Junaidi Junaidi