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