THE EFFECT OF BRAND AND RELIGIOUS ORIENTATION TO CUSTOMER LOYALTY OF MCDONALD YOGYAKARTA
Abstract
Credibility of brand is one of the important factors in determining customer
loyalty. With credibility of brand, a brand can encourage consumers to trust the
brand, especially in Indonesia, where religious value plays a big role in decision
making of customers toward the brand to consume. The purpose of this research is
to prove the effects of brand credibility and religion influence in order to create
customer loyalty. The variables examined in this study are perceived quality,
trustworthiness, brand credibility, religious orientation, and customer loyalty. This
research was conducted in Yogyakarta. The data gathered by using a
questionnaire based on Likert scale. The method of sample was using the
purposive sampling with 257 respondents selected to represent overall users. The
data analyzed by Structural Equation Model by using SPSS and AMOS. The
results of this study models showed that the effect of brand credibility and
religious influence are positive and significant
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