PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP LOYALITAS MEREK
ABSTRACT: This
research aims to examine effects of brand image and perceived quality simultaneously
and partially on brand loyalty Indosat card users. Methods of data collection
using questionnaires. The sample size consisted of 125 respondents taken by
accidental sampling. Data were analyzed using a range of scales and rdinary
least squares (OLS).
The results show the brand
image and perceived quality have influence simultaneously and partially on
brand loyalty with the determination coefficient is 71,9%. This means that if
the brand image and perceived quality, brand loyalty is high then high, and
vice versa. Variable brand image dominant influence on brand loyalty Indosat
card users.
Keywords:
brand image, perceived quality, brand loyalty
Penulis: Bayu
Andika Dipura
