Jurnal Ilmiah Mahasiswa STKIP PGRI Sumbar

Nama / NPM Maghfirah Maulani / 15090162
Program Studi Pendidikan Ekonomi
Pembimbing I Mareta Kemala Sari
Pembimbing II Wati
Tahun 2019

Abstrak :

This study aims to determine the effect of brand image, trust, location, store atmosphere and customer satisfaction to customer loyalty fast food fried chicken at D’besto. Researchers find that: First, Brand Image (X1) has a significant effect on Customer Satisfaction (X5) in fast food fried chicken at D’Bbesto. With path analysis of 0,432. Seconsdly, Brand Image (X1) has a significant effect on Customer Loyalty (Y) in fast food fried chicken at D’Bbesto. With path analysis of 0,166. Third, Trust (X2) has a significant effect on Customer Satisfaction (X5) in fast food fried chicken at D’Bbesto. With path analysis of 0,157. Fourth, Trust (X2) has a significant effect on Customer Loyalty (Y) in fast food fried chicken at D’Bbesto. With path analysis of 0,119. Fifth, Location (X3) has a significant effect on Customer Satisfaction (X5) in fast food fried chicken at D’Bbesto. With path analysis of 0,289. Sixth, Location (X3) has a significant effect on Customer Loyalty (Y) in fast food fried chicken at D’Bbesto. With path analysis of 0,155. Seventh, Store Atmosphere (X4) has a significant on Customer Satisfaction (X5) in fast food fried chicken at D’Bbesto. With path analysis of 0,110. Eighth, Store Atmosphere (X4) has a significant effect on Customer Loyalty (Y) in fast food fried chicken at D’Bbesto. With path analysis of 0,100. Ninth, Customer Satisfaction (X5) has a significant effect on Customer Loyalty (Y) in fast food fried chicken at D’Bbesto. With path analysis of 0,312.

 

Keyword :

Brand Image, Trust, Location, Store Atmosphere, Customer Satisfaction, Customer Loyalty.

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