Pengaruh Brand Characteristic terhadap Brand Loyalty pada Konsumen Mcdonald’s Setia Budi Medan

Abstract

This research aims to find out the influencing of brand characteristic towards brand loyalty on the customer of McDonald’s Setiabudi, Medan and which variable among brand reputation, brand predictability, and brand competation variables is more dominant in influencing brand loyalty on the customer of McDonald’s Setiabudi, Medan. The population in this research was all of the customers of McDonald’s Setiabudi, Medan. The average of the customer who did buying is 243 people which it was known based on the daily buying transaction. Sampling decided technique used Slovin formula and Sampling taking technique used purposive sampling method. The type of this research was explanation research, and the used data was primer data and seconder data which was gotten from documentation and questioner studying which its maturing used Likert scale and arranged statistically with SPSS 17 for windows program and hypothetically used doubling analytic regration. The result from this research shown that simultaneously brand reputation (X1), brand predictability (X2), and brand competence (X3) influence positively and significantly towards brand loyalty (Y) on the customer of McDonald’s Setiabudi, Medan. Partially could known that brand predictability variable was more dominant variable which influenced brand loyalty on the customer of McDonald’s Setiabudi, Medan. Adjusted R. Square value = 0,405, means 40,5% of Brand Loyalty could be explained by free variable such as Brand Reputation, Brand Predictability, and Brand Competence, and the residue 59,5% was explained by another factors that wasn't researched in this research.