Pengaruh Kesadaran Merek (Brand Awareness), Persepsi Kualitas (Perceived Quality) dan Loyalitas Merek (Brand Loyalty) terhadap Keputusan Pembelian pada Mobil Suzuki Ertiga

Dewi, Sukma (2017) Pengaruh Kesadaran Merek (Brand Awareness), Persepsi Kualitas (Perceived Quality) dan Loyalitas Merek (Brand Loyalty) terhadap Keputusan Pembelian pada Mobil Suzuki Ertiga. Masters thesis, Universitas Tarumanagara.

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Abstract

The purpose of the study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and mediating effects of perceived quality and brand loyalty on brand awareness and purchase intention. The samples are collected from automobile users living in Jakarta Timur, and the research adopts regression analysis and mediating test to examine the hypotheses. The results are: (a) the relations among the brand awareness, perceived quality and brand loyalty for purchase intention are significant and positive effect, (b) perceived quality has a positif effect on brand loyally, (c) perceived quality will mediate the effect between brand awareness and purchase intention, and (d) brand loyally will mediate the effects between brand awareness and purchase intention. This study suggests that automobile manufacturers ought to build a brand awareness is high, its brand loyalty will also increase. Customers will evaluate perceived quality of a product from their purchase experience. As a result, brand loyalty and brand preference will increase and also purchase intention. Keywords Brand Awareness, Perceived Quality, Brand Loyalty, Purchase Intention.

Item Type: Thesis (Masters)
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 03 Jul 2018 06:45
Last Modified: 17 May 2021 01:42
URI: http://repository.untar.ac.id/id/eprint/2622

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