PERAN BRAND IMAGE, TRUST DAN AWARENESS TERHADAP BEHAVIORAL INTENTION MELALUI BRAND PREFERENCE, CUSTOMER PERCEIVED VALUE DAN SATISFACTION
Abstrak: The purpose
of this paper is to
analyze the role
of brand image, brand trust,
brand awareness toward behavioral intentions thru brand preference,
customer perceived value,
dan satisfaction. The paper aims to provide useful managerial
implications for managers of Internet
Service Provider. Research planning
applied in this
research is Testing Hypothesis.
This research data
obtained by distributing questionnaire to
120 respondents as
consumers of Fastnet
Internet Service Provider in Bekasi and Jakarta. Sample in this research
applies purposive sampling technique.
To analyze the
relation between a number of key variables is applied instrument
test consisted of validity test, and reliability test, and applied hypothesis
test with Structural Equation Model. In
this research, hypothesis brand image has impact to the brand preference not
supported, but the other hypothesis are supported,
so management should pay attentions to brand trust, brand awareness, brand
preference and customer
satisfaction to increase customer behavioral intention to
purchase.
Keywords: Brand image, brand
trust, brand awareness, brand preference, customer perceived value,
satisfaction, behavioral intentions
Penulis: Adiati Hardjanti
Kode Jurnal: jpakuntansidd110058
