Pengaruh Brand Experience, Brand Trust dan Experience Value terhadap Loyalitas Pelanggan pada Generasi Z Pelanggan KFC Ringroad Kota Medan

Abstract

This research aims to determine and analyze the effect of brand experience, brand trust and experience value on customer loyalty in the Z generation of KFC Ringroad customers in Medan City. The population in this study was Generation Z (Year of birth 1995-2010) who purchased the unknown number of KFC Ringroad products in Medan City. The number of samples in this study were 85 respondents with the sampling technique used was accidental sampling. Data collection was carried out using a questionnaire. The analysis technique used is multiple linear regression analysis. The results of the research data show that Brand Experience, Brand Trust and Experience Value simultaneously have a significant effect on Customer Loyalty in Generation Z KFC Ringroad Medan customers. The test results partially stated that Brand Experience, Brand Trust and Experience value each have a positive and significant effect on Customer Loyalty.