The Impact of Brand Image, Customer Loyalty with Customer Satisfaction as A Mediator in Mcdonald’s
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.
Author: Fransisca Andreani,
Tan Lucy Taniaji and Ruth Natalia Made Puspitasari
Journal Code: jpmanajemengg120035
