PENGARUH KUALITAS YANG DIRASAKAN TERHADAP LOYALITAS MEREK DENGAN SIKAP ATAS MEREK SEBAGAI VARIABEL INTERVENING PADA PENGGUNA HANDPHONE NOKIA DI SURABAYA
Daftar Isi:
- The brand has a very important role in today's market as a means to build strong bonds (brand loyalty) with the user, providing profitability and sustainability for the company as a result. Brand loyalty refers to the level of commitment that is owned by its customers. Brand loyalty has the main benefit namely to provide assurance on the existing market share held among the sharp competitors. The purpose of this research was to investigate the effect of perceived quality toward brand attitudes, and the effect of brand attitude toward brand loyalty. This research tested if brand attitude is the intervening variable between the effect of perceived quality toward brand loyalty. Sample collection technique is used purposive sampling technique with a total sample of 130 respondents. This research performed two analyzes, namely: Descriptive Analysis and Path Analysis Path Analysis) using SPSS 19. The results of research is that perceived quality significantly and positively affects the brand attitude and the brand attitude significantly and positively affect the brand loyalty. Brand attitude is proved to be the intevening variable to influence the affect of perceived quality toward brand loyalty of research Nokia mobile phone users in Surabaya. Key words : Perceived quality, brand attitude, and Brand Loyalty