The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s
Abstract
The objective of this paper is to examine the impact of McDonald’s brand image towards customer loyalty with customer satisfaction as a mediator by using descriptive and Partial Least Square (PLS) analyses. The results show that three hyphotheses are accepted which mean that there is a positive impact of strength of brand association towards customer loyalty, there is a positive impact of strength of brand association towards customer satisfaction, and there is a positive impact of customer satisfaction towards customer loyalty.
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