Pengaruh Brand Awareness, Perceived Quality, Dan Brand Image Terhadap Brand Loyalty (Studi Pada Pengguna Kartu Seluler Indosat Generasi Y Di Kota Malang)

Fajariah, Nuraidya (2015) Pengaruh Brand Awareness, Perceived Quality, Dan Brand Image Terhadap Brand Loyalty (Studi Pada Pengguna Kartu Seluler Indosat Generasi Y Di Kota Malang). Magister thesis, Universitas Brawijaya.

Abstract

Merek merupakan faktor penting dalam hal menarik minat pembelian dari generasi Y. Penelitian ini bertujuan menguji pengaruh brand awareness, perceived quality, dan brand image terhadap loyalitas merek generasi Y (usia 15-33). Peningkatan daya beli generasi Y yang diantisipasi membuat mereka menjadi target penting bagi merek. Responden dalam penelitian ini adalah generasi Y yang berjumlah 160 orang dan dianalisis menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa brand awareness dan perceived quality berpengaruh positif dan signifikan terhadap brand image dan brand loyalty. Brand image berpengaruh positif dan signifikan terhadap brand loyalty. Brand image mampu memediasi dengan baik pengaruh antara brand awareness dan perceived quality terhadap loyalitas merek.

English Abstract

Brand was an important factor that could attract purchasing interest of Generation Y. Research was aimed to examine influence of brand awareness, perceived quality, and brand image on brand loyalty of Generation Y (ranging from 15 to 33 years old). anticipated increase of purchasing power of Generation Y was positioning m as important target of brand. sample of this research included 160 respondents of Generation Y and se respondents were analyzed with path analysis. Result of research indicated that brand awareness and perceived quality were positively and significantly influencing brand image and brand loyalty. Brand image was positively and significantly influencing brand loyalty. Brand image could also give better mediation to indirect influence between brand awareness and perceived quality on brand loyalty .

Item Type: Thesis (Magister)
Identification Number: TES/658.827/FAJ/p/2015/041503453
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Sugiantoro
Date Deposited: 10 Aug 2015 11:35
Last Modified: 10 Aug 2015 11:35
URI: http://repository.ub.ac.id/id/eprint/159942
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