文章基本信息

标题：KEPUASAN PELANGGAN MEMEDIASI KUALITAS PRODUK DAN KEWAJARAN HARGA TERHADAP LOYALITAS MEREK MCDONALDS DI KOTA DENPASAR
本地全文：下载
作者：I Putu Surya Ananta Wijaya ; I Nyoman Nurcaya
期刊名称：E-Jurnal Manajemen Universitas Udayana
印刷版ISSN：2302-8912
出版年度：2017
卷号：6
期号：3
语种：English
出版社：Jurusan Manajemen Fakultas Ekonomi Universitas Udayana
摘要：McDonalds has the highest level of sales among its competitors in Denpasar. This study is intended to look at the role of customer satisfaction mediates the effect of product quality and reasonableness of the price on brand loyalty McDonalds fast food restaurant in the city of Denpasar. Through purposive sampling method specified sample size of 100 respondents. Collecting data using questionnaires. SEM analysis techniques and Sobel test used in this study. These results demonstrate the quality of the product has a positive and significant impact on customer satisfaction and brand loyalty, price reasonableness influence on customer satisfaction and brand loyalty has a positive and significant influence, and there is positive and significant correlation between customer satisfaction on brand loyalty. Customer satisfaction does not directly influence and unable to mediate the effect of product quality and fairness of the price on brand loyalty. Loyal customer attitudes toward a brand is indicated by how much intensity caused repeated purchases on consumer satisfaction.
关键词：brand loyalty;product quality;customer satisfaction;price reasonableness