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All Journal Manajemen Sumber Daya Manusia International Journal on Social Science, Economics and Art GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Journal of Artificial Intelligence and Digital Business Riwayat: Educational Journal of History and Humanities JER
Hasni Dyah Kurniawati Amin Wahyudi, Hasni Dyah Kurniawati
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan

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PENTINGNYA MEMBANGUN KEKUATAN BRAND ASSOSIATION SEBAGAI STRATEGI MENINGKATKAN LOYALITAS PELANGGAN Anshori, Muhammad Amir; Saefudin; Ariyadi, Muhammad Yusuf; Augtiah, Imfrianti; Kurniawati, Hasni Dyah; Anafih, Erwinda Sam
GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Vol. 11 No. 1 (2024): 2024 September
Publisher : Lembaga Kajian Ilmu Sosial dan Politik (LKISPOL)

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Abstract

Companies must be able to retain customers in various ways, including by emphasizing brand image that can attract new customers, and customer happiness that can create customer loyalty. Customer loyalty is one of the most significant variables in maintaining company growth and expanding its sales. Many public figures open companies, including restaurants and snacks. Many entrepreneurs who are involved in the business sector have prominent names to build a positive brand image in the eyes of consumers. This research was conducted at Ayam Geprek Sako with a sample of 160. This study combines descriptive and quantitative methods. This study was conducted to determine the relationship between three variables, namely brand association, Customer Satisfaction, and Customer Loyalty. This study uses primary and secondary sources to obtain its data. The survey method will be used to collect primary data, while secondary data sources such as books, journals, and articles from previous studies will be used to obtain secondary data. Analysis with SEM PLS. the results show that Brand Association Strength has an effect on satisfaction and does not have an effect on loyalty. And satisfaction can mediate between brand association and loyalty.
Co-Authors Anafih, Erwinda Sam Anshori, Muhammad Amir Aprilianto, Rizal Arofah, Ummu Hasanah, Lutfiah Pratiwi Imfrianti Augtiah kolefiyan, Ihsyan Muhammad Yusuf Ariyadi Prasetya, Tyo Ara Rabbani, Luthfi Dzaki Saefudin Saefudin Saefudin Saleh, Khoirul Alfian Sari, Mirna Aulia