Faktor-Faktor yang Mempengaruhi Brand Loyalty pada Restoran Fast Food di Jakarta

Era globalisasi menyebabkan gaya hidup masyarakat berubah ke arah yang lebih modern, salah satunya pada kegiatan pemenuhan kebutuhan makanan. Persaingan yang kompetitif antar restoran fast food menimbulkan tantangan untuk mempertahankan pelanggan yang ada. Tujuan dari penelitian ini adalah untuk melakukan analisis pengaruh brand experience terhadap brand loyalty secara langsung maupun tidak langsung melalui mediasi perceived quality dan brand trust. Penelitian ini menggunakan desain penelitian konklusif dengan pendekatan kausal dan metode kuantitatif. Data primer dikumpulkan melalui kuesioner yang disebarkan secara online. Populasi dalam penelitian ini adalah pelanggan restoran fast food yang berada di Jakarta. Teknik pemilihan sampel yang digunakan yaitu non probability sampling berupa purposive sampling. Jumlah sampel yang diteliti sebanyak 125. Analisis data menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dan diolah menggunakan Software SmartPLS 4.0.8.5. Hasil penelitian menemukan bahwa brand experience memiliki pengaruh yang positif terhadap brand loyalty secara langsung maupun tidak langsung melalui mediasi perceived quality dan brand trust.   The era of globalization has caused people's lifestyles to change in a more modern direction, one of which is in fulfilling food needs. The competitive rivalry among fast food restaurants poses a challenge to retain existing customers. The purpose of this research is to analyze the effect of brand experience on brand loyalty directly and  indirectly through the mediation of perceived quality and brand trust. This study uses conclusive research design with a causal approach and quantitative methods. Primary data was collected through questionnaires which were distributed online. The population in this study are customers of fast food restaurants in Jakarta. The sample selection technique used was non probability sampling in the form of purposive sampling. The number of samples studied was 125. Data analysis used the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method and was processed using SmartPLS 4.0.8.5 Software. The results of the study found that brand experience has a positive influence on brand loyalty directly and indirectly through the mediation of perceived quality and brand trust.