The Mediating Role of Brand Attitude in the Relationship Between Product Knowledge and Brand Image on Customer Loyalty in the Context of the Lubricant Industry in Indonesia
Abstrak
The Mediating Role of Brand Attitude in the Relationship Between Product Knowledge and Brand Image on Customer Loyalty in the Context of the Lubricant Industry in Indonesia. In an increasingly competitive business world, customer loyalty is a valuable asset for companies to maintain competitive advantage. Customer loyalty represents the willingness of consumers to make repeat purchases of a product or service, as well as recommend it to others. This study was conducted to test the hypothesis with the intention of justifying the hypothesis which can ultimately strengthen the theory used as a basis. Based on the results of this study, the managerial implications that can be applied are that management needs to actively increase consumer understanding of products (product knowledge) through structured educational strategies, such as training, informative content, and responsive communication, because product knowledge has been proven to directly influence attitudes towards brands (brand attitude) and customer loyalty.Referensi
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