Research Article
Purchase Loyalty which is Influenced by Brand Awareness and Perceived Quality
@INPROCEEDINGS{10.4108/eai.30-10-2021.2315836, author={Irsal Fauzi and Meida Rachmawati and Mona Inayah Pratiwi and Abdul Aziz and Ahmad Ali}, title={Purchase Loyalty which is Influenced by Brand Awareness and Perceived Quality}, proceedings={Proceedings of the First Multidiscipline International Conference, MIC 2021, October 30 2021, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={MIC}, year={2022}, month={1}, keywords={brand awareness; perceived quality; purchase loyalty}, doi={10.4108/eai.30-10-2021.2315836} }- Irsal Fauzi
Meida Rachmawati
Mona Inayah Pratiwi
Abdul Aziz
Ahmad Ali
Year: 2022
Purchase Loyalty which is Influenced by Brand Awareness and Perceived Quality
MIC
EAI
DOI: 10.4108/eai.30-10-2021.2315836
Abstract
One of the marketing strategies that can be applied in winning the market competition is a brand development strategy. If a brand is introduced or communicated through advertisements in various media, this will lead to brand awareness as the first step so that a brand can be better known to the public and become an alternative product of choice. Companies that are active in instilling certain brand associations in the minds of consumers can form a different image from other brands. The formulation of the problem in this study is: What is the effect of Brand Awereness What effect does (brand awareness) have on consumer buy loyalty? What impact does Perceived Quality have on customer buy loyalty? Multiple linear regression analysis was employed in this investigation. The census sampling approach was utilized to choose the sample for this investigation. The findings revealed that: Purchase loyalty is influenced by brand awareness in a positive and significant way. Purchase loyalty is influenced by perceived quality in a positive and significant way.