THE EFFECT OF BRAND LOYALTY ON THE PURCHASE OF KFC INDONESIA PRODUCT

ABSTRACT

Brand loyalty is one of the main factors that influence sales, knowing what factors link brand loyalty with fast food restaurant sales is one way to outperform the competition and maintain customer loyalty. This paper aims; first, to clarify the role of brand love, advertising, and after-sales service in brand loyalty relationships. Second, this study proposes to model the mediating role of brand love, explaining how advertising and customer service affect consumer-brand relationships. Finally, this study explores the impact of brand love on brand loyalty. Intermediary between advertising and customer service. (Brand loyalty affects purchase intention and word of mouth, such as a strong commitment to consistently repurchase a desired product or service in the future despite situational influences and marketing efforts that may lead to behavior change.) Target respondents are buyers of Indonesian KFC products. The sampling technique used is non-probability sampling and the sampling method used is purposive sampling method. The research hypothesis shows that brand love, advertising and after-sales service have an effect on product sales. This paper will ask questions to obtain data, data on the topic being studied, then the data is processed and research results are obtained. The research methodology describes how the researcher intends to carry out the research.

Keywords: Product design, Business Performance, Development, Planning, Improve, and Brand.