| dc.description.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. | en_US |
