Julita, Julita and Pratama, Yudhistira (2017) The Impact of Physical Environment on Brand Loyalty With Brand Preference as an Interverning Variable (a Case Study: Gandy's Steak House). Bachelor thesis, Swiss German University.

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Abstract

Restaurant industry become one of the most advantageous industries on generating profit. Physical appearanceand cleanness of restaurant is important as customers’consideration on forming purchase decision. Physical environment hasto be properly managed to meet the preference of customer to create a great experience for them in result on strengthening the loyalty. Preference is affected by consumer’s experience base on what they feel convenience in result on increasing brand loyalty. This research will show the impact of physical environment on brand loyalty with brand preference asanintervening variable. Data collection using probability cluster sampling is used to determine the respondents. 100 questionaires will be distributed in two branches of Gandy’s Steak House which are 50 questionnaires eachin Hayam Wuruk and Menteng.Using IBM SPSS 23 software and Path Analysis Method to generate the result. After all the method had been tested which are validity, reliability, normality, heteroscedasticity, multicollinearityand path analysis, the result of this research support and indicate that physical environmenthas a significant impacton brand loyalty as wellas brand preferenceas an intervening variablehas a significant impact on brand loyalty through physical environment. It is very recommended forthe company to always maintain and developing physical environment based on the preference that will be a strong factor on gaining brand loyalty and in order to survive in this industry.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Physical environment ; Brand Preference ; Brand Loyalty
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 16:24
Last Modified:	14 May 2020 16:24
URI:	http://repository.sgu.ac.id/id/eprint/200

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