Fransisca Andreani, Tan Lucy Taniaji, Ruth Natalia Made Puspitasari
{"title":"The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s","authors":"Fransisca Andreani, Tan Lucy Taniaji, Ruth Natalia Made Puspitasari","doi":"10.9744/JMK.14.1.64-71","DOIUrl":null,"url":null,"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.","PeriodicalId":52593,"journal":{"name":"Journal of Management and Entrepreneurship Research","volume":"48 1","pages":"64-71"},"PeriodicalIF":0.0000,"publicationDate":"2013-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"34","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Management and Entrepreneurship Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.9744/JMK.14.1.64-71","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 34
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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