THE INFLUENCE OF SELF-CONGRUITY AND MOBILE MARKETING ON BRAND LOYALTY AT FAST FOOD RESTAURANTS CALIFORNIA CHICKEN IN SUBANG CITY

DIMENSIA (Diskursus Ilmu Manajemen STIESA)

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Field Value
 
Title THE INFLUENCE OF SELF-CONGRUITY AND MOBILE MARKETING ON BRAND LOYALTY AT FAST FOOD RESTAURANTS CALIFORNIA CHICKEN IN SUBANG CITY
 
Creator Junaedi, Didi
Susandy, Gugyh
Apriandi, Devy Widya
 
Description The purpose of this research is to know Self-Congruity and Mobile Marketing at fast food restaurant California Fried Chicken. And to know the influence of each variable either partially or simultaneously, Self-Congruity (X1) and Mobile Marketing (X2) to Brand Loyalty (Y).The method in this research using descriptive method of analysis. With sample number 100 respondents with sampling using purposive sampling technique. The data obtained from this research is the interval scale with the analysis method using multiple linear regression analysis. Based on the results say that Self-Congruity has a positive and significant effect on Brand Loyalty, Mobile Marketing have a positive and significant impact on Brand Loyalty. And Self-Congruity and Mobile Marketing influence as much as of Brand Loyalty.
 
Publisher STIESA Press
 
Date 2019-09-28
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.stiesa.ac.id/index.php/dimensia/article/view/113
 
Source DIMENSIA (Diskursus Ilmu Manajemen STIESA); Vol 16 No 2 (2019); 4
1693-1866
 
Language eng
 
Relation https://ojs.stiesa.ac.id/index.php/dimensia/article/view/113/59
 
Rights Copyright (c) 2019 STIESA
 

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