Pengaruh Brand Awareness, Perceived Quality Terhadap Brand Loyalty Melalui Brand Image (Studi Pada Produk Benih Cabai Merek Cap Panah Merah Pt.East West Seed Indonesia Di Banyuwangi)

Setyawan, Khaton Fajar and Dr. Mugiono,, SE., MM., CMA and Ananda Sabil Hussein,, SE, Mcom, Ph.D,CMa (2021) Pengaruh Brand Awareness, Perceived Quality Terhadap Brand Loyalty Melalui Brand Image (Studi Pada Produk Benih Cabai Merek Cap Panah Merah Pt.East West Seed Indonesia Di Banyuwangi). Magister thesis, Universitas Brawijaya.

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh brand awareness, perceived quality terhadap brand loyalty baik secara langsung maupun tidak langsung melalui mediasi brand image. Sampel yang digunakan dalam penelitian ini adalah Konsumen pengguna benih merek Cap Panah Merah Baja F1 di wilayah Banyuwangi yang sudah menggunakan lebih dari 1 tahun. Penelitian ini menggunakan 4 variabel penelitian, sehingga diperlukan sampel sebanyak 160 sampel. Metode analisis yang digunakan adalah analisis deskriptif dan Partial Least Square (PLS) dengan menggunakan aplikasi software smartPLS. Hasil penelitian ini menunjukkan bahwa brand awareness secara signifikan berpengaruh positif terhadap brand image, perceived quality secara signifikan berpengaruh positif terhadap brand image, brand awareness secara signifikan berpengaruh positif terhadap brand loyalty, perceived quality berpengaruh positif signifikan terhadap brand loyalty, brand image berpengaruh positif signifikan terhadap brand loyalty dan dari pengujian mediasi menunjukkan bahwa brand image dapat menjadi mediasi pengaruh brand awareness terhadap brand loyalty dan brand image dapat menjadi mediasi pengaruh perceived quality terhadap brand loyalty

English Abstract

The objective of this research is to identify and analyze the effect of brand awareness both directly and indirectly through the mediation of brand image. The samples of this research are people in Banyuwangi who have been using Cap Panah Merah Baja F1 brand for more than one year. Since the study uses four research variables, a number of 160 samples was required. Using SmartPLS, the data of this research was analyzed using descriptive and Partial Least Squares analysis. The results show that brand awareness significantly and positively influences brand image, that perceived quality significantly and positively influences brand image, that brand awareness significantly and positively influences brand loyalty, that perceived quality significantly and positively influences brand loyalty, and that brand image significantly and positively influences brand loyalty. Furthermore, the mediation test indicates that brand image can mediate the effect of brand awareness on brand loyalty and the effect of perceived quality on brand loyalty

Item Type:	Thesis (Magister)
Identification Number:	0421020037
Uncontrolled Keywords:	brand awareness, perceived quality, brand image, brand loyalt,brand awareness, perceived quality, brand image, brand loyalty
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Nur Cholis
Date Deposited:	09 Sep 2022 01:39
Last Modified:	07 Oct 2024 07:06
URI:	http://repository.ub.ac.id/id/eprint/194106

Text khaton fajar setyawan.pdf Download (3MB)

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