THE INFLUENCE OF BRAND AWARENESS, PERCEIVED QUALITY, AND BRAND IMAGE ON BRAND LOYALTY: BRAND IMAGE AS A MEDIATING VARIABLE

Authors

  • Samantha Olivia Wiranata Fakultas Ekonomi dan Bisnis Universitas Pelita Harapan
  • Innocentius Bernarto Universitas Pelita Harapan

Keywords:

Brand Awareness, Perceived Quality, Brand Image, Brand Loyalty

Abstract

The purpose of the study was to examine the positive effect of brand awareness, perceived quality, and brand image directly and indirectly through brand image on brand loyalty. The target population is all XL Axiata cellular cards customers in October 2020 in Jakarta, Indonesia. The sampling technique used was purposive sampling. The number of samples collected as many as 400 respondents. Methods of data collection by using a questionnaire. Data analysis with partial least square-structural equation modeling (PLS-SEM) approach with the help of SmartPls version 3. The results showed that brand awareness and perceived quality had a positive effect on brand image and brand loyalty. Then brand image mediates the effect of brand awareness and perceived quality on brand loyalty.

BAHASA INDONESIA ABSTRACT

Tujuan penelitian untuk menguji pengaruh positif brand awareness, perceived quality, dan brand image langsung dan tidak langsung melalui brand image terhadap brand loyalty. Target populasi adalah seluruh pelanggan XL Axiata cellular cards pada bulan Oktober 2020 di Jakarta, Indonesia. Teknik pengambilan sampel dengan menggunakan sampling purposive. Jumlah sampel yang terkumpul sebanyak 400 responden. Metode pengumpulan data dengan menggunakan kuesioner. Analisis data dengan pendekatan partial least square-structural equation modeling (PLS-SEM) dengan bantuan program SmartPls versi 3. Hasil penelitian menunjukkan bahwa brand awareness dan perceived quality berpengaruh positif terhadap brand image dan brand loyalty. Kemudian brand image memediasi pengaruh brand awareness dan perceived quality terhadap brand loyalty.

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Published

2022-03-15

Issue

Vol. 1, No. 1, April 2021

Section

Articles

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