Image of PENGARUH CITRA MEREK DAN KESADARAN MEREK TERHADAP LOYALITAS MEREK DENGAN EKUITAS MEREK SEBAGAI VARIABEL INTERVENING

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PENGARUH CITRA MEREK DAN KESADARAN MEREK TERHADAP LOYALITAS MEREK DENGAN EKUITAS MEREK SEBAGAI VARIABEL INTERVENING

ABSTRACT

This study aims to determine the influence of brand image and brand awareness on
brand loyalty with brand equity as an intervening variable, in a case study of
Indomilk ready-to-drink packaged liquid milk in the community in Surakarta city.
The research method used in this study is a quantitative method by distributing
questionnaires in collecting data. The sampling technique used was purposive
sampling with respondents as many as 150 people who were domiciled in the city
of Surakarta and had consumed Indomilk ready-to-drink packaged liquid milk at
least twice. The collected data is then analyzed using the help of SmartPLS software
version 3 with Partial Least Square (SEM-PLS) data analysis measuring
instruments, namely by conducting outer model analysis tests (validity tests and
reliability tests), inner models (structural model tests), indirect models, and
hypothesis tests (T statistical tests).
The findings of this study show that: 1) brand mind has a positive and significant
effect on brand equity. 2) Brand image has no positive and insignificant effect on
brand loyalty. 3) Brand equity has a positive and significant effect on brand loyalty.
4) Brand awareness has a positive and significant effect on brand equity. 5) Brand
awareness has a positive and significant effect on loyalty. 6) Brand image has a
positive and significant effect on brand loyalty through brand equity as an
intervening variable. 7) Brand awareness has a positive and significant effect on
brand loyalty through brand equity as an intervening variable.
Keywords: brand image, brand awareness, brand equity, and brand loyalty

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 TIA p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 139 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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