Open AccessPENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY DAN BRAND EQUITY
Author(s) -
Gusti Bagus Yopi Brangsinga,
Tjok Gde Raka Sukawati
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i04.p09
Subject(s) - brand equity , brand loyalty , brand awareness , advertising , nonprobability sampling , brand management , business , structural equation modeling , brand image , population , marketing , sample (material) , brand extension , psychology , mathematics , statistics , sociology , chemistry , demography , chromatography
The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty and brand equity. This research is in the form of associative and carried out on consumers of Samsung Galaxy mobile phones. The sample in this study amounted to 112 people taken using purposive sampling sampling technique, namely the technique of determining the sample with certain considerations that are considered to represent the population. Data analysis techniques are carried out using Structural Equation Modeling (SEM) with the AMOS 16.00 program. The results of this study indicate that all hypotheses are accepted. Perceived quality and brand image have a positive and significant effect on brand equity. This means that good perceived quality and brand image will form a good brand equity for the company. Perceived quality and brand image have a positive and significant effect on brand loyalty. When the perceived quality of consumers towards good brands and the resulting brand image is good, consumers will develop brand loyalty. Then brand loyalty has a positive and significant effect on brand equity. With the brand loyalty of consumers it will add to the positive value that the brand has and will add to the brand equity of the brand and company.