The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s
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https://doi.org/10.9744/jmk.14.1.64-71Keywords:
brand image, customer loyalty, customer satisfactionAbstract
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.Downloads
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
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