Yonathan, Everline and Nawangwulan, Irma (2017) The Impact of Service Environment and Restaurant Product Towards Brand Loyalty in Eric Kayser Artisan Boulanger, Plaza Senayan. Bachelor thesis, Swiss German University.

Preview	Text Everline Yonathan 11303033 TOC.pdf Download (1MB) | Preview
	Text Everline Yonathan 11303033 1.pdf Restricted to Registered users only Download (1MB)
	Text Everline Yonathan 11303033 2.pdf Restricted to Registered users only Download (215kB)
	Text Everline Yonathan 11303033 3.pdf Restricted to Registered users only Download (1MB)
	Text Everline Yonathan 11303033 4.pdf Restricted to Registered users only Download (263kB)
	Text Everline Yonathan 11303033 5.pdf Restricted to Registered users only Download (553kB)
Preview	Text Everline Yonathan 11303033 Ref.pdf Download (1MB) | Preview

Abstract

The outbreaks of restaurant industry in Indonesia make the competition is getting tighten. Building brand loyalty is considered to be the key factor for business success. Hence, specifying the factors that affect brand loyalty is crucial. This study was made to determine the influence of service environment and restaurant product on brand loyalty. Servicescape and human service in the service environment has effected on consumer’s perception. The uniqueness of restaurant as an attractiveness for people to dine in. The data were collected from 100 customers of Eric Kayser Artisan Boulanger Plaza Senayan, Indonesia. The collected data were analyzed using SPSS 23 software and multiple linear regression. The findings indicated that service environment has significant positive influence towards brand loyalty, as well as restaurant product which also has positive influence towards brand loyalty. Therefore, it is advisable for the company to maintain the variables that affecting brand loyalty and improve the indicators that has less impact on brand loyalty to keep the business more developed.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Service Environment ; Brand Loyalty ; Restaurant Products ; Servicescape ; Human Service
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	14 May 2020 08:43
Last Modified:	14 May 2020 08:43
URI:	http://repository.sgu.ac.id/id/eprint/159

Actions (login required)

View Item