Pengaruh citra merek dan minat beli terhadap loyalitas merek
| Main Author: | Nabilla, Shafira |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Lembaga Penelitian dan Penulisan Ilmiah AQLI
, 2018
|
| Online Access: |
https://ejurnal.id/index.php/jsm/article/view/178 https://ejurnal.id/index.php/jsm/article/view/178/63 |
Daftar Isi:
- Purposes : The purpose of this research is to analyze the influence of brand image on buying interest; the influence of the brand image on brand loyalty; the influence of buying interest on brand loyalty; and the influence of brand image and brand loyalty mediated by buying interest. Methods : The approach of this research pertained to quantitative approach, especially correlational approach. With data collection techniques non-probability sampling, especially accidental sampling. This research was conducted 30 respondent and using path analysis for analyzing data. Findings : The result of this research shows that brand image has a positive and significant effect on buying interest, while brand image has positive but not significant effect on brand loyalty, buying interest has a positive and significant effect on brand loyalty, while buying interest as intervening variable has an effect on brand image and brand loyalty. Keywords : Brand image, Buying interest, Brand loyalty.
- Purposes : The purpose of this research is to analyze the influence of brand image on buying interest; the influence of the brand image on brand loyalty; the influence of buying interest on brand loyalty; and the influence of brand image and brand loyalty mediated by buying interest. Methods : The approach of this research pertained to quantitative approach, especially correlational approach. With data collection techniques non-probability sampling, especially accidental sampling. This research was conducted 30 respondent and using path analysis for analyzing data. Findings : The result of this research shows that brand image has a positive and significant effect on buying interest, while brand image has positive but not significant effect on brand loyalty, buying interest has a positive and significant effect on brand loyalty, while buying interest as intervening variable has an effect on brand image and brand loyalty. Keywords : Brand image, Buying interest, Brand loyalty.