Pengaruh citra merek dan keputusan pembelian terhadap loyalitas merek

Jurnal Riset Sains Manajemen

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Title Pengaruh citra merek dan keputusan pembelian terhadap loyalitas merek
Pengaruh citra merek dan keputusan pembelian terhadap loyalitas merek
 
Creator Ningrum, Ika Ayu
 
Description Purposes - The purpose of this study is to analyze the effect of brand image on purchasing decisions; the influence of the brand image on brand loyalty; the influence of purchasing decisions on brand loyalty; and the influence of brand image on brand loyalty through purchasing decisions.
Methods  - The approach of this research is pertained to quantitative research approach, especially correlational research. Research data was collected from 101 responses as a sample of the study. Data analysis used is a technique path analysis which is used to answer research purpose.
Findings - First, the brand image has a positive and significant influence on the purchase decision. Second, brand image has a positive and significant influence on brand loyalty. Third, purchase decisions have a positive and significant influence on brand loyalty. Fourth, the brand image of brand loyalty is not mediated purchasing decisions
Keywords: Brand image, purchase decision, brand loyalty
Purposes - The purpose of this study is to analyze the effect of brand image on purchasing decisions; the influence of the brand image on brand loyalty; the influence of purchasing decisions on brand loyalty; and the influence of brand image on brand loyalty through purchasing decisions.
Methods  - The approach of this research is pertained to quantitative research approach, especially correlational research. Research data was collected from 101 responses as a sample of the study. Data analysis used is a technique path analysis which is used to answer research purpose.
Findings - First, the brand image has a positive and significant influence on the purchase decision. Second, brand image has a positive and significant influence on brand loyalty. Third, purchase decisions have a positive and significant influence on brand loyalty. Fourth, the brand image of brand loyalty is not mediated purchasing decisions
Keywords: Brand image, purchase decision, brand loyalty
 
Publisher Lembaga Penelitian dan Penulisan Ilmiah AQLI
 
Date 2018-05-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ejurnal.id/index.php/jsm/article/view/197
 
Source Jurnal Riset Sains Manajemen; Vol 2 No 2 (2018): JRSM4; 49-58
Jurnal Riset Sains Manajemen; Vol 2 No 2 (2018): JRSM4; 49-58
2597-4726
 
Language eng
 
Relation http://ejurnal.id/index.php/jsm/article/view/197/65
 

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