Anteseden dari Food Quality dan Identity Prestige pada Restoran Cepat Saji di Indonesia

Authors

  • Dita Azhari Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.11550

Keywords:

Kualitas Makanan, Prestise Identitas, Citra Merek, Kepercayaan Merek, Ekuitas Merek, Preferensi Merek, Kepuasan Merek, Keterikatan Konsumen, Loyalitas Konsumen

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran food quality, identity prestige, brand image, brand trust, brand equity, consumer engagement, customer satisfaction, dan brand preference terhadap customer loyalty di kalangan konsumen yang pernah atau sering mengonsumsi restoran cepat saji terbanyak pengunjungnya yaitu KFC, McDonald’s, Richeese Factory, A&W, dan Burger King. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Food Quality berpengaruh positif terhadap Customer Satisfaction, (2) Identity Prestige berpengaruh positif terhadap Customer Satisfaction, (3) Brand Image berpengaruh positif terhadap Customer Satisfaction, (4) Customer Satisfaction berpengaruh positif terhadap Brand Trust, (5) Consumer Engagement berpengaruh positif terhadap Brand Trust, (6) Brand Image berpengaruh positif terhadap Brand Trust, (7) Brand Image berpengaruh positif terhadap Customer Loyalty, (8) Brand Preference berpengaruh positif terhadap Customer Loyalty, (9) Brand Trust berpengaruh positif terhadap Brand Equity, dan (10) Brand Trust berpengaruh positif terhadap Customer Loyalty.

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Published

16-12-2023

How to Cite

Azhari, D., & Arafah, W. (2023). Anteseden dari Food Quality dan Identity Prestige pada Restoran Cepat Saji di Indonesia. Jurnal Pendidikan Tambusai, 7(3), 28613–28619. https://doi.org/10.31004/jptam.v7i3.11550

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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