PENGARUH CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN KENTUCKY FRIED CHICKEN DI JL. AHMAD YANI KOTA PADANG

Abstract

This study aims to determine the effect of brand image and customer satisfaction to customer loyalty at Kentucky Fried Chicken, JL. Ahmad Yani Padang. The samples the totaling 138 are the was spereading customers. The techniques, of is purposive sampling. The data used primary data through questionnaires. Data analysis method used multiple linear regression analysis. The hypothesis testing used T-test (statistical test) to prove the influence of the independent variable to the dependent variable partially or individualy. The results of this study found that the brand image and customer satisfaction significantsy positive effect on customer loyalty of Kentucky Fried Chicken at JL. Ahmad Yani Kota Padang
Kata Kunci : Citra Merek, Kepuasan Pelanggan, Loyalitas Pelanggan