PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY PADA BRAND LOYALTY H&M DI KOTA SURABAYA MELALUI PERCEIVED VALUE SEBAGAI VARIABEL INTERVENING

Abstract

Abstrak : Penelitian ini bertujuan untuk menganalisa pengaruh dari tiga nilai penting yang erat kaitannya dengan loyalitas merek (Brand Loyalty), yaitu kesadaran brand (Brand Awareness), persepsi kualitas (Perceived Quality), dan persepsi nilai (Perceived Value). Penelitian ini bersifat konklusif dan di klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 113 responden .Responden adalah konsumen yang membeli dan memiliki fesyen merek H&M yang berada di Surabaya. Data di olah menggunakan pendekatan persamaan model structural dengan Teknik Partial Least Square. Analisis data menjukan bukti kuat untuk mendukung keseluruan hipotesa penelitian.

Kata kunci : Brand Awareness,Perceived Quality,Perceived Value,Brand Loyalty

Abstract : The influence of Brand Awareness and Perceived Quality on H&M Brand Loyalty  in the city of Surabaya through perceived value variables as intervening variables

This study aims to analyze the influence of three important values that are closely related to brand loyalty, namely brand awareness, perceived quality, and perceived value. This research is conclusive and classified in the type of causal research using a quantitative approach. Data is collected through online surveys using questionnaire instruments with responses that can be used from 113 respondents. The respondents are consumers who buy and own the H & M brand fashion in Surabaya. The data is processed using the structural model equation approach with Partial Least Square Technique. Data analysis shows strong evidence to support the whole research hypothesis.

Keywords : Brand Awareness,Perceived Quality,Perceived Value,Brand Loyalty