Pengaruh Brand Image Terhadap Loyalitas Konsumen di Restoran TIP-TOP

Abstract

This study aims to identify and analyze the influence of brand image on consumer loyalty in the restaurant TIP-TOP. The method studied in this research is how the influence of brand image through favorability of brand association, strenght of brand association and uniqueness of brand association either partially or simultaneously. The purpose of this study was to analyze the effect of partial and excellence simulant favorability of brand association, strenght of brand association and the uniqueness of brand associations, to customer loyalty. This study uses associative method using a quantitative approach which aims to analyze the problems of the relationship of a variable with other variables. The population in this study is a customer in the restaurant TIP-TOP Medan, with a sample of 95 respondents using non-probability sampling techniques. Data collection questionnaire, methods of analysis, test instrument (validity and reliability test), the classic assumption test and multiple regression analysis using SPSS 18.0 for Windows. Results of this research by regression analysis simultaneously or partially showed that there is influence between brand association excellence, strength of brand association and uniqueness of brand associations on consumer loyalty meaningful brand association excellence, strength of brand association and uniqueness of brand associations increases, customer loyalty will increase.