Pengaruh Pengalaman Merek dan Kepuasan terhadap Loyalitas Merek Konsumen McDonald’s di Surabaya
Daftar Isi:
- In today's era, fast food restaurants are very popular with the community, because their fast and easy serving, makes fast food restaurant companies compete to provide a good experience for their consumers. A good experience can influence people to be loyal to a brand. This study examines the influence of Brand Experience, Satisfaction and Brand Loyalty. The sample in this study were women and men who were over 17 years old, McDonald's customers, and who lived in Surabaya. The data obtained were 100 respondents who were processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) application using the WarpPLS 7.0 program. The results of this analysis test show that Brand Experience has a significant positive effect on satisfaction, Satisfaction has a significant effect on Brand Loyalty, Satisfaction partially mediates the effect of Brand Experience on Brand Loyalty.