Abstract
Visiting a mall nowadays become popular activities that many people do to entertain themselves, family or friends. With so many malls around, each visitor must have one favorite mall he or she preferred to go to. Some customer preferred to go to one mall and other customer preferred other mall. This study aims to analyzed if the customer loyalty to a preferred mall was because the effect of the mall’s brand personality and customer satisfaction. The study took place at Botani Square Shopping Mall, Bogor City. Method analysis used on this study is a multiple regression analysis. The Result of this study conclude that the study of the effect of Brand personality and Customer Satisfaction to Customer Loyalty clearly shows that brand personality and customer satisfaction have an influence on customer loyalty to visit Botani Square Shopping Mall, Bogor City. Keywords: Brand Personality, Customer Satisfaction, Customer Loyalty
Highlights
The needs of urban communities to find shopping places with various facilities continue to increase along with the times
H1: Brand Personality has a significant influence on Customer Loyalty Hypothesis One, brand personality has a significant effect on Customer loyalty
The overall test results state that brand personality has an influence on customer loyalty
Summary
The needs of urban communities to find shopping places with various facilities continue to increase along with the times. Mall serves as a place to buy daily necessities, such as fashion, F & B (food and beverages), household utilities, business or business needs, and others, the mall is a lively place to spend visitors' leisure time. This phenomenon shows that the mall can be one of the satisfying tools of community needs in the form of recreational facilities (Purnomo, 2016)
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