Pengaruh brand awareness, brand image dan perceived quality terhadap brand loyalty dan repurchase intention pada smartphone ASUS Zenfone di Surabaya

Soenyoto, Mario Tri Nugroho (2017) Pengaruh brand awareness, brand image dan perceived quality terhadap brand loyalty dan repurchase intention pada smartphone ASUS Zenfone di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand awareness, brand image, dan perceived quality terhadap brand loyalty dan repurchase intention pada smartphone ASUS Zenfone Surabaya. Penelitian ini merupakan penelitian kausal. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling, dengan jumlah sampel sebanyak 150 konsumen yang membeli dan menggunakan smartphone ASUS Zenfone di Surabaya. Data dikumpulkan melalui alat bantu kuesioner yang diolah dengan teknik analisis structural equation model menggunakan program LISREL. Hasil penelitian ini menunjukkan bahwa brand awareness, brand image, dan perceived quality memiliki pengaruh yang positif dan signifikan terhadap brand loyalty. Brand loyalty juga memiliki pengaruh yang positif dan signifikan terhadap repurchase intention.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand awareness, brand image,perceived quality, brand loyalty, repurchase intention
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 3925 not found.
Date Deposited: 10 Feb 2017 02:26
Last Modified: 10 Feb 2017 02:26
URI: http://repository.wima.ac.id/id/eprint/10080

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