ANALISIS PENGARUH BRAND IMAGE KFC TERHADAP LOYALITAS KONSUMEN DI KOTA PALEMBANG

AYU, ELDIA AMICITIA and Daud, Islahuddin and Nofiawaty, Nofiawaty (2009) ANALISIS PENGARUH BRAND IMAGE KFC TERHADAP LOYALITAS KONSUMEN DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini menjelaskan tentang pengaruh Brand Image KFC terhadap loyalitas konsumen di kota Palembang. Dengan tujuan untuk mengetahui pengaruh dari citra merek KFC yang terdiri dari komponen citra pembuat (XI), citra pemakai (X2) dan citra produk (X3) terhadap Loyalitas konsumen di kota Palembang (Y), dan juga mengetahui komponen citra merek yang berpengaruh dominan terhadap loyalitas konsumen. Populasi dalam penelitian ini adalah keluarga menengah dan remaja di kota Palembang yang sedang makan/berbelanja di KFC. Tehnik penarikan sampel dilakukan secara tidak acak dengan coveniance sampling; menggunakan pendapat Roscoe. Peneliti ingin menguji dimana ada pengaruh citra merek terhadap loyalitas konsumen. Mengukur jawaban responden menggunakan skala Likert, analisa regresi linier berganda dan koefisien determinasi. Hasil penelitian yang diperoleh, adjust R square sebesar 49,022 (49 %) dan memberi pengaruh secara signifikan. Sedangkan sisanya 51 % dijelaskan oleh variabel lain selain 3 komponen variabel dalam penelitian ini.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Citra merek, Pengaruh, Loyalitas konsumen.
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Tiara Hilda Safitri Rts
Date Deposited: 30 Mar 2021 08:04
Last Modified: 30 Mar 2021 08:26
URI: http://repository.unsri.ac.id/id/eprint/44582

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