The effect of brand image towards customer loyalty at Warung Adam Malik, Medan

Tjuarman, Edward (2021) The effect of brand image towards customer loyalty at Warung Adam Malik, Medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (484kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (407kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (342kB)
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (495kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (388kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

In food & beverage industry, brand image has a huge impact on customer loyalty. Good brand image has a positive effect towards customer loyalty in maintain customer loyalty. Loyal customers results in higher customer retention and restraint to move towards other competitors. The purpose of this research is to distinguish the effect between brand image and customer loyalty at Warung Adam Malik. The research design used in this research is quantitative method. IBM SPSS Statistics 25 application is used to calculate the result of the research. The sample size is 89 respondents using convenience sampling method. Data analysis methods used in this research are descriptive statistics, validity test, reliability test, normality test, linearity test, correlation test, heteroskedasticity test, determination test, linear regression test, and Z-test. The result of the research is based on the Z-test result. The outcome stated that Zcount(5.694) > Ztable(1.645). Therefore, the conclusion of this research stated that there is effect between brand image and customer loyalty at Warung Adam Malik. Warung Adam Malik could enhance the brand image and customer loyalty through investing in social media marketing and provide irreplaceable product and remarkable service to gain customers’ attachment towards Warung Adam Malik./ Dalam industi makan dan minum, citra merek mempunyai peranan yang besar terhadap loyalitas pelanggan. Citra merek yang baik mempunyai dampak yang positif dalam mempertahankan loyalitas pelanggan. Pelanggan yang loyal dapat meningkatkan retensi pelanggan dan resistensi pelanggan untuk berpindah ke pesaing. Tujuan dari penelitian ini adalah untuk mengungkapkan pengaruh antara citra merek dan loyalitas pelanggan pada Warung Adam Malik. Desain penelitian yang digunakan di penelitian ini adalah metode kuantitatif. Aplikasi IBM Statistics 25 digunakan untuk menghitung hasil dai penelitian. Ukuran sampel adalah 89 responden menggunakan teknik convenience sampling. Metode analisi data yang digunakan dalam penelitian ini yaitu statistik deskriptif, uji validitas, uji reliabiitas, uji normaltas, uji linearitas, uji korelasi, uji heteroskedastisitas, uji determinasi, analisis regresi linier, dan Z-Test. Hasil penelitian ini berdasarkan dari hasil dari Uji Z. Hasilnya menyatakan bahwa Uji Z (5.694)>Tabel Z (1.645). Jadi, kesimpulan dari penelitian ini adalah bahwa adanya pengaruh antara citra merek dan loyalitas pelanggan pada Warung Adam Malik. Warung Adam Malik dapat meningkatkan citra merek dan loyalitas konsumen dengan melakukan marketing dengan media sosial dan menyajikan produk yang unik dan servis yang memuaskan untuk meningkatkan rasa kemelekatan pelanggan dengan Warung Adam Malik.

Actions (login required)

View Item