DIMENSI-DIMENSI YANG MEMPENGARUHI CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA WAROENG STEAK & SHAKE DI YOGYAKARTA

Abstrak

This research aims to analyze the influence of brand image toward the consumers loyalty
Waroeng Steak & Shake di Yogyakarta in Yogyakarta. The subjects of this research are
consumers who use Waroeng Steak & Shake di Yogyakarta. The samples are 150 respondents
chosen by using purposive sampling. Multiple linier regression analysis was applied in
analyzing the data.
Results showed that the service has significant effect to consumer loyalty with regression
coefficient of 0,323 with significance level of 0.000. The quality has no effect to brand loyalty
with regression coefficient of 0,117 with significance level of 0,121. Adjusted R Square value of
0,367 which is mean that 36,7% of consumer loyalty (Y) could be explain by the independent
variables brand image (X), while the remaining amount of 63,3% is explained by the other
variables outside this research.

Key words: price, service, quality, consumer loyalty.