Pengaruh Brand Trust, Lokasi, dan Customer Satisfaction terhadap Loyalitas Konsumen Kedai Nasi Aribya Kota Tebing Tinggi

Abstract

This study aims to analyze the effect of brand trust, location, and customer satisfaction on customer loyalty at Kedai Nasi Aribya in Tebing Tinggi City. The background of this research is the importance of maintaining customer loyalty amid increasingly fierce competition in the culinary business. The research method used is a quantitative approach with a survey design, where data were collected through questionnaires distributed to customers of Kedai Nasi Aribya. The sample in this study consisted of 100 respondents. The data analysis technique used was multiple linear regression. The results of this study indicate that brand trust, location, and customer satisfaction simultaneously and individually have a positive and significant effect on customer loyalty at Kedai Nasi Aribya in Tebing Tinggi City.