Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Enrichment : Journal of Management Kawanua International Journal of Multicultural Studies
Fendy Cuandra
Batam International University
Religion Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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Analyze of Customer Based Brand Equity on Customer Loyalty in Fast Food Restaurant at Batam City Helna Febriana; Fendy Cuandra
Enrichment : Journal of Management Vol. 12 No. 5 (2022): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v12i5.977

Abstract

This study explains factors that influence customer loyalty towards fast food restaurants in Batam City. Factors tested in this study are brand image, brand awareness, perceived quality, service quality and brand identification on customer loyalty mediate by customer satisfaction and customer based brand equity. This research use causal comparative and purposive sampling method which only selected respondent who live in Batam City and eat fast food. Questionnaires distribute through google form to collect respondents and get 360 respondent. Data processed using SmartPLS 3.0 software. The result research shows that brand image, brand awareness, service quality and perceived quality significantly affect customer loyalty while brand identification does not affecr customer satisfaction because consumers feels that consuming fast food due to their interest in fast food not because identification to customer social class.
An Analysis of Factors Affecting Brand Loyalty to E-Commerce Users Mediated by Brand Trust Kartika Wulandari Siamanjuntak; Fendy Cuandra
Kawanua International Journal of Multicultural Studies Vol 4 No 1 (2023)
Publisher : State Islamic Institute of Manado (IAIN) Manado, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30984/kijms.v4i1.590

Abstract

This study aimed to analyze the factors that influence brand loyalty, and the role of brand trust as an intervening variable in E-Commerce users. Two hundred and fifty (250) respondents participated in the sample data collection. The results of this study found that brand trust and brand image did not affect brand trust. Brand positioning, customer satisfaction, and brand awareness had a significant effect on brand trust. And, brand trust had a significant effect on brand loyalty.
Co-Authors Helna Febriana Kartika Wulandari Siamanjuntak