DOI of the published article https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/4483
The Influence of Boycotts and Experiential Marketing on KFC Customer Loyalty Through Brand Image as an Intervening Variable (Study of KFC Sidoarjo Customers)
Pengaruh Boikot Dan Experiential Marketing Terhadap Loyalitas Pelanggan KFC Melalui Brand Image Sebagai Variabel Intervening (Studi Pada Pelanggan KFC Sidoarjo)
DOI:
https://doi.org/10.21070/ups.7977Keywords:
Boycott, Experiential Marketing, Brand Image, Customer loyaltyAbstract
This study aims to determine the influence of boycott and experiential marketing mediated by brand image on KFC customer loyalty. The population in this study were KFC customers in Sidoarjo with a sample of 100 people. This study uses a quantitative method with primary data obtained from distributing questionnaires to respondents. The data analysis technique uses the Smart PLS application. The results of the data analysis proved that boycott and experiential marketing had a significant effect on KFC customer loyalty in Sidoarjo and brand image was able to mediate the influence of boycott and experiential marketing on customer loyalty.
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