Pengaruh Hubungan Corporate Social Responsibility Terhadap Loyalty pada Restoran Cepat Saji di Batam

Evis, Evis (2019) Pengaruh Hubungan Corporate Social Responsibility Terhadap Loyalty pada Restoran Cepat Saji di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini dilakukan untuk mengetahui faktor- faktor yang mempengaruhi adanya loyalitas pada restoran cepat saji di Batam. Corporate social responsibility berperan sebagai variabel bebas dan loyalty sebagai variabel terikat serta brand image dan brand trust berperan sebagai variabel intervening. Sampel dari penelitian ini adalah pelanggan yang pernah mengunjungi KFC, Mc Donald dan Pizza Hut di Batam serta mengetahui bahwa restoran cepat saji tersebut memberikan informasi nutrisi dari produk yang ditawarkan. Terdapat sebanyak 300 kuesioner yang disebarkan dan 205 kuesioner dinyatakan valid dalam penelitian. Analisi penelitian ini menggunakan program statistic berupa IBM SPSS statistics 22. Hasil penelitian menunjukkan bahwa variabel corporate social responsibility berpengaruh signifikan positif terhadap brand image dan brand trust, brand image berpengaruh signifikan positif terhadap brand trust serta brand image dan brand trust berpengaruh signifikan positif terhadap loyalty. ********************************************************************** This study aims to determine the factors that influence the loyalty of fast food restaurants in Batam. Corporate social responsibility as an independent variable, brand image and brand trust as intervening and loyalty as dependent variable. The sample in this study was customers who had visited KFC, Mc Donald and Pizza Hut in Batam and knew that the fast food restaurant provided nutritional information from the products offered. There were 300 questionnaires distributed and 205 questionnaires declared valid in the study. The analysis of this study used a statistical program which is IBM SPSS statistics 22. The results of this study indicate that corporate social responsibility variable has a significant positive effect toward brand image and brand trust, brand image has a significant positive effect toward brand trust and brand image and brand trust have a positive significant effect toward loyalty.

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