THE IMPACTS OF MCDONALD’S BTS MEAL BRAND EXPERIENCE ON BRAND LOVE, BRAND PRESTIGE, BRAND SATISFACTION, BRAND II TRUST, AND BRAND LOYALTY

• Main Author: Meryelya Zhahra, Qanitha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66739
• Institution: Institut Teknologi Bandung

Brand loyalty is one of the vital competitive advantages firms seek to hold their position in the market. With increased competitiveness in the fast-food market, brand loyalty has become more significant to be researched within this industry. Many variables such as brand experience, brand love, brand prestige, brand satisfaction, and brand trust were depicted by prior studies as the antecedents of brand loyalty. This study, thus, is purposed to investigate the influence of the earlier mentioned variables in generating brand loyalty from one of the American fast-food brands in Indonesia. A quantitative survey method was utilized in the data collection, extracting a total of 258 responses from customers aged between 18 to 24 years old. This study performed descriptive statistics and PLS-SEM analysis to examine the data, which led to several findings. The results unveil a significant indirect influence of brand experience to brand loyalty through mediators of brand love, brand satisfaction, and brand trust. Brand experience is also identified to have an impact on brand prestige. This study contributes to consumer-brand relationships understanding, particularly brand loyalty, by demonstrating the relationships established in older studies and providing valuable insights to future researchers and fast-food marketers in generating effective strategies. Keywords : Brand experience, brand love, brand prestige, brand satisfaction, brand trust, brand loyalty