Brand Loyalty Strengthening Model Through Brand Awareness, Perceived Value and Brand Image

Eko Winaryo

Abstract


Abstract. This study attempts to explore a new conceptual model that can fill the limitations of previous studies and research gaps. The objectives of this study are: (1) To analyze the influence of Brand Awareness on Brand Image. (2) To analyze the influence of Perceived Value on Brand Image. (3) To analyze the influence of Brand Awareness on Brand Loyalty. (4) To analyze the influence of Perceived Value on Brand Loyalty. (5) To analyze the influence of Brand Image on Brand loyalty. This study uses a quantitative approach or method. The population in this study are IndiHome customers in 7 Big Cities in Indonesia and the number of samples in this study is 500 respondents. The type of data used in this study is primary data. This study uses a data collection method by distributing questionnaires. This analysis technique uses validity, reliability, regression and classical assumption tests. The conclusion of this study is that brand Awareness has a positive effect on Brand Image. Perceived Value has a positive effect on Brand Image. Brand Awareness has a positive effect on Brand Loyalty. Perceived Value has a positive effect on Brand Loyalty and Brand Image has a positive effect on Brand Loyalty

Keywords: Awareness; Image; Loyalty; Perceived.


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