International Journal of Regional Innovation
Vol. 3 No. 2 (2023): International Journal of Regional Innovation

The Effect of Brand Evaluation and Brand Relationship on Brand Loyalty of MG Coffee and Resto in Pringsewu

Muhammad Millenio Rizky Ramadhan (Universitas Lampung)
Satria Bangsawan (Lampung University)
Dwi Asri Siti Ambarwati (Lampung University)

Article Info

Publish Date
31 May 2023

Abstract

This study aims to examine the effect of brand evaluation and brand relations on brand loyalty of MG Coffee and Resto in Pringsewu. The object of this research is MG Coffee and Resto in Pringsewu. The type of data used in this research is quantitative data. Methods of data collection by literature study and questionnaires with data testing techniques based on descriptive statistical analysis, validity test, reliability test, multiple linear regression analysis, hypothesis testing. From the results of the analysis of this study it is known that brand evaluation has a significant positive effect on brand loyalty as evidenced by the t test value on brand evaluation of 8,846. Brand relations have a significant positive effect on brand loyalty as evidenced by the t test value on brand relations of 21,630.  

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Journal Info
International Journal of Regional Innovation
Website

Abbrev

ijori

Publisher

Inovbook Publications

Subject

Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Description

International Journal of Regional Innovation (IJORI) is a journal aims to be a peer-reviewed platform and an authoritative source of information. We publish original research papers, review articles and case studies focused on Innovations in technology, social, policy, research, product, health, ...