The objective of this paper is to examine the impact of McDonald?s brand image towards customer oyalty 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.

Creator(s)

• (33407012) LUCY TANIAJI
• (33407099) RUTH NATALIA MADE P

Contributor(s)

-

Publisher

Universitas Kristen Petra; 2012

Language

English

Category

jou – Journal

Sub Category

-

Source

Jurnal Manajemen dan Kewirausahaan, Vol.14, No.1, Maret 2012: 64-71; Fransisca Andreani, Tan Lucy Taniaji (33407012), Ruth Natalia Made Puspitasari (33407099)

Subject(s)

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File(s)

• jiunkpe-ns-jou-2012-33407012-24211-brand_image-resource1.pdf