Pengaruh Citra Merek dan Kepercayaan Merek Terhadap Loyalitas Merek Sego Njamoer (Studi pada Gerai Sego Njamoer Foodcourt Royal Plaza Surabaya)

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Published Oct 23, 2021
https://doi.org/10.37339/e-bis.v5i2.700
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Vol. 5 No. 2 (2021)

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Abdul Ghofur
Universitas Pembangunan Nasional
Supriyono
Universitas Pembangunan Nasional “Veteran”

Abstract

Sego Njamoer is the most popular brand of mushroom processed fast food in Surabaya which is experiencing a trend of fluctuating sales at the Foodcourt Royal Plaza Surabaya outlet. The fluctuation was due to the decline in customer brand loyalty in choosing and buying Sego Njamoer food. This research aims to determine the effect of brand image and brand trust on brand loyalty Sego Njamoer at the Sego Njamoer Foodcourt Royal Plaza Surabaya outlet. Using a quantitative approach. 70 respondents Sego Njamoer customers were taken as samples research using a purposive sampling technique from the customer population who visited the Sego Njamoer Foodcourt Royal Plaza Surabaya outlet. The data processing used PLS (Partial Least Square) analysis technique. Results of study showed brand image and brand trust had a positive and significant influence on brand loyalty Sego Njamoer at the Sego Njamoer Foodcourt Royal Plaza Surabaya outlet.


Keywords: Brand Image, Brand trust, Brand loyalty, Sego Njamoer

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

LPPM Politeknik Piksi Ganesha Indonesia

How to Cite
Abdul Ghofur, & Supriyono. (2021). Pengaruh Citra Merek dan Kepercayaan Merek Terhadap Loyalitas Merek Sego Njamoer (Studi pada Gerai Sego Njamoer Foodcourt Royal Plaza Surabaya). Jurnal E-Bis, 5(2), 380-394. https://doi.org/10.37339/e-bis.v5i2.700

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