Experience Through Digital Branding in Improving the Brand Loyalty Casual Restaurant

DOI

10.2991/aebmr.k.210831.099How to use a DOI?

Keywords

Brand Personality, Brand Loyalty

Abstract

This study examines the influence of brand personality on brand loyalty restaurant casual among the millennial generation as a strategy in improving the economy in the tourism industry sector. The result of this research is the measurement model of the company’s competitiveness in getting consumers who are loyal to their brands. So that casual restaurants have an attraction that supports consumers among the millennial generation in Indonesia to build brand loyalty. The impact for the millennial generation of ignoring brand loyalty includes low personal relationships with brands, difficulty finding a match and individual satisfaction with brands. The higher the loyalty among millennials, the more positive they feel about a brand.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lili Adi Wibowo
AU  - Lisnawati
PY  - 2021
DA  - 2021/09/02
TI  - Experience Through Digital Branding in Improving the Brand Loyalty Casual Restaurant
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 507
EP  - 511
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.099
DO  - 10.2991/aebmr.k.210831.099
ID  - Wibowo2021
ER  -