PERANAN BRAND IMAGE, BRAND TRUST, SATISFACTION, BRAND LOVE, BRAND RESPECT DALAM MENINGKATKAN BRAND LOYALTY MCDONALD’S INDONESIA
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand image, brand trust, satisfaction, brand love, brand respect terhadap brand loyalty. Permasalahan pada penelitian ini adalah McDonald’s sebagai merek fastfood terkenal di dunia masih belum bisa menempati posisi pertama pada top brand index kategori restoran cepat saji di Indonesia. Penelitian ini menggunakan metode penelitian kuantitatif dan data yang dikumpulkan dengan menyebarkan kuesioner melalui Google form. Jumlah pada sampel penelitian ini sebanyak 200 responden yang merupakan pelanggan McDonald’s yang berkunjung lebih dari 5 kali. Pengambilan sampel dilakukan menggunakan purposive sampling. Hasil pada penelitian ini menunjukkan brand image berpengaruh secara signifikan dan positif terhadap satisfaction, brand image berpengaruh secara signifikan dan positif terhadap brand trust, satisfaction berpengaruh secara signifikan dan positif terhadap brand trust, tetapi satisfaction tidak berpengaruh signifikan dan positif terhadap brand loyalty, brand trust berpengaruh secara signifikan dan positif terhadap brand loyalty, brand love tidak memoderasi secara positif hubungan satisfaction dengan brand loyalty, brand love tidak memoderasi secara positif hubungan brand trust dengan brand loyalty, brand respect tidak memoderasi secara positif hubungan satisfaction dengan brand loyalty serta brand respect tidak memoderasi secara positif hubungan brand trust dengan brand loyalty. Penelitian ini diharapkan dapat berguna bagi pelaku usaha, menambah ilmu pada bidang manajemen serta sebagai referensi bagi penelitian selanjutnya.
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