Pengaruh Brand Awarness, Dan Brand Asosiation, Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Ayam Geprek Sako

Anshori, Muhamad Amir and , Ihwan Susila, SE, M.Si, P.hD and , Dr. Muzakar Isa, SE, MSi (2021) Pengaruh Brand Awarness, Dan Brand Asosiation, Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Ayam Geprek Sako. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to examine the effect of brand awareness and brand association on customer loyalty mediated by customer satisfaction. Data was collected through a survey with a total of 208 customers of RM SAKO using purposive sampling. Data analysis used path analysis with regression. This study found that customer satisfaction mediates the effect of brand awareness and brand association on customer loyalty. The results of this study emphasize that to build customer loyalty it is important to give attention on brand awareness, brand association, and customer satisfaction specifically in the restaurant industry.

Item Type:	Karya ilmiah (Thesis)
Uncontrolled Keywords:	Brand Awareness, and Brand Association, Customer Loyalty, Customer Satisfaction
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	MAMMAD AMIR ANSHORI
Date Deposited:	15 Jun 2021 03:00
Last Modified:	15 Jun 2021 03:00
URI:	http://eprints.ums.ac.id/id/eprint/92018

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