Why Customers are Loyal to Fast-food Restaurants: Mediation of Brand Equity
DOI:
https://doi.org/10.26623/ebsj.v10i1.13852Keywords:
fast food, promotion, service quality, brand equity, customer loyaltyAbstract
Development of businesses in the continuous food and drink industry is also visible from an increasing number of restaurants. For that, research was conducted to examine the effect of promotion and quality service on customers with brand equitys as intervening variables in fast-food restaurants. Population in study: A fast-food restaurant. The technique used to take a sample in the study. This applies purposive sampling with a sample total of 220 respondents. Research data collection: This uses a questionnaire. Data analysis in study using SEM AMOS 24. Research results show that promotion and quality service are positively and significantly influential on brand equitys and customer loyalty. and also, an brand equity influential, positive, and significant to loyalty customer equity; brand capable of mediating between variables, promotion and quality service to loyalty customer.
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