Analisis Customer Based Brand Equity Terhadap Loyalitas Konsumen Pada Richesee Factory

Authors

  • Uktafiya Nurhayati Universitas Bina Bangsa
  • Nurholisah Universitas Bina Bangsa
  • Syamsul Hidayat Universitas Bina Bangsa

Keywords:

Richeese Factory, Customer Based Brand Equity, Loyalty

Abstract

This research aims to examine the influence of customer based brand equity on consumer loyalty with the research object being the Fast Food Resto Rhiceese Factory in Serang City. The results of this research include Based Brand Equity on consumer loyalty at the Rhiceese Factory fast food restaurant in Serang City. The case study at Richesee Factory Indonesia, this research uses quantitative methods and is then analyzed using validation and reliability tests, multiple regression analysis, hypothetical tests using SPPS. In this variable test table, the results of data management based on the data table show that all statement items in the Brand Equity questionnaire are declared valid, while in this variable test table, the results of data management based on the data table show that all statement items in the Loyalty questionnaire are declared valid. The reliability statistics table shows the results of the analysis from the reliability test with Cronbach's Alpha = 0.878 out of 9. The number of items is a moderate value so that this questionnaire is said to be consistent (reable). The influence of customer based brand equity X1 in influencing each additional variable Y, consumer loyalty is influenced by other factors.

References

Nabila, N. I. (2020). Pengaruh customer based brand equity dan kepuasan konsumen terhadap loyalitas konsumen (studi kasus pada richesee factory). Pengaruh Customer Based Brand Equity dan Kepuasan Konsumen Terhadap Loyalitas Konsumen (Studi Kasus Pada Richesee Factory), 4(2), 222-230.

Palupy, M. R., & Utaman, N. (2019). Pengaruh Kualitas Produk Dan Diferensiasi Produk Terhadap Keputusan Pembelian Pada Loyalitas Konsumen (Studi Kasus Pada Fast Food Resto Richeese Factory Di Surabaya). JURNAL EKSEKUTIF, 16(2), 415-438.

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Published

2024-01-29

How to Cite

Uktafiya Nurhayati, Nurholisah, & Syamsul Hidayat. (2024). Analisis Customer Based Brand Equity Terhadap Loyalitas Konsumen Pada Richesee Factory . Student Research Journal, 2(1), 470–480. Retrieved from https://journal-stiayappimakassar.ac.id/index.php/srj/article/view/1039

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