Sari, Nida Thahirah and Garibaldi, Gemala P. (2019) The Impact of Consumer-Based Brand Equity on Customer Loyalty: A Case Study of ‘Kila Kila By Akasya’. Bachelor thesis, Swiss German University.

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Abstract

Restaurant industry is considered as a promising sector in Jakarta, especially Indonesian cuisine. Hence, it creates a highly competitive environment in the market. To survive, restaurant industry need to use strategies one way to do it by create a loyalty of the customer using a brand equity. This study aim to identify whether or not CBBE and its each dimensions have an impact on customer loyalty. Questionnaire was completed by 100 customers who have been visited Kila Kila by Akasya at least once. Multiple regressions were used to test the impact of CBBE on customer loyalty in Kila Kila by Akasya. The findings shows that brand identification of CBBE is the strongest dimension that affects the customer loyalty of Kila Kila by Akasya, followed by lifestyle-congruence, physical attribute and staff behavior of CBBE. Meanwhile, the ideal-self congruence does not affect the customer loyalty of Kila Kila by Akasya. This study also provides the management with the several suggestions in implementing CBBE to achieve customer loyalty in Kila Kila by Akasya

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Consumer-Based Brand Equity ; Customer Loyalty ; Restaurant Industry
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior 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:	19 May 2020 03:50
Last Modified:	19 May 2020 03:50
URI:	http://repository.sgu.ac.id/id/eprint/479

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