Open AccessPENGARUH PERSEPSI KUALITAS DAN CITRA MEREK TERHADAP LOYALITAS MEREK DALAM MEMBANGUN EKUITAS MEREK
Author(s) -
Carissa Lorens Marchia Raharja,
Ni Made Asti Aksari
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i12.p08
Subject(s) - brand equity , brand loyalty , advertising , nonprobability sampling , brand image , brand awareness , business , population , marketing , psychology , medicine , environmental health
The purpose of this study is to analyze the influence of perceived quality and brand image on brand loyalty towards Reebok shoes brand equity. The population of this study is people who have used Reebok shoes, while the study sample is 80 people determined using non-probability sampling method specifically purposive sampling. The analytical tool used in this study is PLS (Partial Least Square). Based on the results of the analysis, perceived quality has a positive and significant effect on brand loyalty, brand image has a positive and significant effect on brand loyalty, and brand loyalty has a positive and significant effect on brand equity. To build brand equity, Reebok should focus on customer brand loyalty by paying attention to their customers’ perceived quality and image of the brand.
Keywords: perceived quality, brand image, brand loyalty, brand equity