%0 Journal Article
%T The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald¡¯s
%A Fransisca Andreani
%A Tan Lucy Taniaji
%A Ruth Natalia Made Puspitasari
%J Jurnal Manajemen dan Kewirausahaan
%D 2012
%I Universitas Kristen Petra
%X The objective of this paper is to examine the impact of McDonald¡¯s brand image towards customer loyalty with customer satisfaction as a mediator by using descriptive and Partial Least Square (PLS) analyses. The results show that three hyphotheses are accepted which mean that there is a positive impact of strength of brand association towards customer loyalty, there is a positive impact of strength of brand association towards customer satisfaction, and there is a positive impact of customer satisfaction towards customer loyalty.
%K brand image
%K customer loyalty
%K customer satisfaction
%U http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/18373