PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY TERHADAP BRAND LOYALTY PADA PRODUK OPPO SMARTPHONE DI SURABAYA

Boby Alexander Gunawan

Abstract


Penelitian ini dilakukan untuk mengetahui pengaruh brand awareness, brand association, perceived quality terhadap brand loyalty pada produk OPPO Smartphone di Surabaya. Metode penelitian ini menggunakan metode kuantitatif. Teknik yang digunakan dalam pengumpulan data pada penelitian adalah kuesioner online dengan cara menyebarkan kuesioner kepada 200 responden pengguna OPPO di Surabaya dengan menggunakan media Google Form dan data jawaban responden akan diolah menggunakan aplikasi SmartPLS dan SPSS. Hasil penelitian ini menunjukan bahwa brand awareness berpengaruh negatif terhadap brand loyalty, brand association berpengaruh positif terhadap brand loyalty, dan perceived quality berpengaruh positif terhadap brand loyalty.

Keywords


Brand awareness, brand association, perceived quality, brand loyalty

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References


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