THE EFFECT OF CUSTOMER LOYALTY ON FAST FOOD RESTAURANTS IN BATAM

This study aims to analyze the influence of Service, Price, Quality and Brand Image by mediating Trust on Customer Loyalty. In accordance with the requirements, it is known that the visiting population is 1.1 million people, so based on Krejcie and Morgan's tables, the number of samples that must be needed is 384 respondents. The data used in this study were 384 respondents. The results obtained from the Partial Least Square (PLS) approach for data analysis say that the Service variable has a significant effect on Trust, as well as the Price, Quality, and Brand Image variables which also have a significant effect on Trust. and then it also has a significant effect on the perceived value variable on Customer Loyalty, as well as the Quality variable with Brand Image which also has a significant effect on Customer Loyalty