The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s

Authors

  • Fransisca Andreani Faculty of Economics, Petra Christian University Jl. Siwalankerto 121-131 Surabaya 60263
  • Tan Lucy Taniaji Faculty of Economics, Petra Christian University Jl. Siwalankerto 121-131 Surabaya 60263
  • Ruth Natalia Made Puspitasari Faculty of Economics, Petra Christian University Jl. Siwalankerto 121-131 Surabaya 60263

:

https://doi.org/10.9744/jmk.14.1.64-71

Keywords:

brand image, customer loyalty, customer satisfaction

Abstract

The objective of this paper is to examine the impact of McDonald’s brand image towards customer loyalty with customer satisfaction as a mediator by using descriptive and Partial Least Square (PLS) analyses. The results show that three hyphotheses are accepted which mean that there is a positive impact of strength of brand association towards customer loyalty, there is a positive impact of strength of brand association towards customer satisfaction, and there is a positive impact of customer satisfaction towards customer loyalty.

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Published

2012-04-10

How to Cite

Andreani, F., Taniaji, T. L., & Made Puspitasari, R. N. (2012). The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s. Jurnal Manajemen Dan Kewirausahaan, 14(1), 64-71. https://doi.org/10.9744/jmk.14.1.64-71

Issue

Vol. 14 No. 1 (2012): MARCH 2012

Section

Articles

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