Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen
Meilia Japiana
Faculty of Economic and Business, Universitas Tarumanagara, Jakarta
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Factor Influencing Brand Loyalty In The Indonesian Food And Beverage Sector Keni Keni; Meilia Japiana
Jurnal Manajemen Vol. 26 No. 2 (2022): June 2022
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v26i2.980

Abstract

The purpose of this research is to determine whether brand identification, brand satisfaction, and social media marketing can predict brand loyalty of fast-food restaurants in Indonesia directly or indirectly through brand love. A total of 272 respondents who are customers of fast-food restaurants in Indonesia were successfully collected by using online questionnaire, then PLS-SEM was used to examine the data. The results implied that social media marketing, brand satisfaction, and brand love can positively and significantly predict brand loyalty. Furthermore, brand identification and brand satisfaction were able to predict brand love positively and significantly, while brand identification and brand satisfaction were able to positively and significantly predict brand loyalty through brand love. The expected contribution of this research is as a reference for firms to improve their products and formulate appropriate marketing strategies to increase customer loyalty and the excellence of restaurant business in Indonesia.
Co-Authors KENI KENI