DIMENSI-DIMENSI YANG MEMPENGARUHI CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA WAROENG STEAK & SHAKE DI YOGYAKARTA

Arif Fakhrudin; hADI hADI; Esti Nur Wakhidah

Arif Fakhrudin
hADI hADI
Esti Nur Wakhidah

Keywords: price, service, quality, consumer loyalty.

Abstract

This research aims to analyze the influence of brand image toward the consumers loyalty Waroeng Steak & Shake di Yogyakarta in Yogyakarta. The subjects of this research are consumers who use Waroeng Steak & Shake di Yogyakarta. The samples are 150 respondents chosen by using purposive sampling. Multiple linier regression analysis was applied in analyzing the data. Results showed that the service has significant effect to consumer loyalty with regression coefficient of 0,323 with significance level of 0.000. The quality has no effect to brand loyalty with regression coefficient of 0,117 with significance level of 0,121. Adjusted R Square value of 0,367 which is mean that 36,7% of consumer loyalty (Y) could be explain by the independent variables brand image (X), while the remaining amount of 63,3% is explained by the other variables outside this research.