Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Surakarta Management Journal
Harsi, Diyah Ayuni Dwi
Universitas Trisakti
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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

Found 1 Documents
Search

 1 
PENGARUH BRAND CREDIBILITY DAN SELF BRAND CONNECTION TERHADAP LOYALITAS MEREK PADA INDUSTRI FAST FOOD Harsi, Diyah Ayuni Dwi; Faisal, Aekram
Surakarta Management Journal VOLUME 5 NO.1 JUNI 2023
Publisher : Universitas Of Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52429/smj.v5i1.1067

Abstract

This study aims to determine the effect of Brand Credibility and Self Brand Connection on fast food brand loyalty. The purpose of this study was to determine the positive effect of Brand Credibility on Brand Loyalty mediated by Self Brand Connection. Samples were taken with individual criteria, namely people who had bought and consumed fast food products in the last 6 months. This study uses primary data obtained through questionnaires distributed to 211 respondents. Based on the time period, the data collected in this study is cross sectional. The analytical method used is the Structural Equation Model (SEM). The results of this study indicate that brand credibility has a positive (direct) effect on brand loyalty, but brand credibility also has a positive effect on brand loyalty through the role of self-brand connection. This research is expected to provide input to fast food brand managers in Indonesia regarding the factors that need to be considered to achieve and manage consumer loyalty. Among them are Brand Credibility and Self Brand Connection which can help companies achieve brand loyalty.
Co-Authors Aekram Faisal