STRATEGI KUALITAS HUBUNGAN MEREK, KOMITMEN, KECINTAAN TERHADAP LOYALITAS MEREK PADA RESTORAN WARALABA

Abstract

Abstract. Based on the theory of brand relationship quality and relationship marketing
(RM), the aim of this research is to explore the relationship between strategy of brand
relationship quality, brand commitment, and brand love in achieving brand loyalty for
foreign franchise restaurants in Malang City. Brand loyalty can be achieved if a
restaurant is able to have a visionary sight on the concept of brand relationship quality
strategy by enhancing the uniqueness, trust, delight and satisfaction for customers. The
population in this study is all customers of foreign franchise restaurants in the Malang
City with 120 respondents as its sample. The sampling method used is purposive
sampling; furthermore, the analysis techniques utilized in this study is PLS (Partial
Least Square). The result of this research is the brand relationship quality strategy will
be significant if it is mediated by the brand commitment and brand love. Thus, this
study supports the theory of brand relationship quality and relationship marketing
concepts as well as the criticisms stated by Tsai (2011). Finally, brand loyalty does not
only depend on the brand relationship quality strategy but also brand commitment and
brand love.