PENGARUH BRAND AWARENESS DAN BRAND ATTITUDE TERHADAP CUSTOMER LOYALTY PRODUK DAMN I LOVE INDONESIA DENGAN PERCEIVED PRICE SEBAGAI VARIABEL MEDIASI

WIBAWA, AXEL (2021) PENGARUH BRAND AWARENESS DAN BRAND ATTITUDE TERHADAP CUSTOMER LOYALTY PRODUK DAMN I LOVE INDONESIA DENGAN PERCEIVED PRICE SEBAGAI VARIABEL MEDIASI. Masters thesis, Universitas Tarumanagara.

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Abstract

The purpose of this study was to determine the effect of brand awareness, brand attitude on customer loyalty with price perception as a mediating variable on consumer loyalty. This study uses a non-probability sampling method with a convenience sampling technique. The author collected 393 respondents for this study from Jakarta, most of whom were users of the Damn I Love Indonesia! product. Responses were analyzed using PLS-SEM. The results showed that brand attitude and price perception had a positive impact on customer loyalty, brand awareness had no effect on customer loyalty. Brand awareness and brand attitude have a positive effect on price perception. In addition, price perception acts as an intermediary variable between customer loyalty. These findings suggest that Damn I Love Indonesia must maintain and improve the quality of products and prices offered to encourage customer decisions to repurchase or remain customers. Keywords : Brand Awareness, Brand Attitude, Perceived Price, Customer Loyalty

Item Type: Thesis (Masters)
Additional Information: Pembimbing : Dr. Miharni Tjokrosaputro, SE, MM
Uncontrolled Keywords: Brand Awareness, Brand Attitude, Perceived Price, Customer Loyalty
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 14 Dec 2022 09:23
Last Modified: 14 Dec 2022 09:23
URI: http://repository.untar.ac.id/id/eprint/37911

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