PENGARUH BRAND AWARENESS TERHADAP CUSTOMER LOYALTY DENGAN CELEBRITY ENDORSEMENT RALINE SHAH SEBAGAI VARIABEL INTERVENING TOP WHITE COFFEE DI SURABAYA

Rendy Tandarto

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari Brand Awareness (spontananeous (unaided awareness), top of mind awareness, aided awareness) terhadap Customer Loyalty (makes regular repeat purchases, purchases across product and services lines, refers others, demonstrates immunity to the pull of the competition) dengan mempertimbangkan faktor Celebrity Endorsement (trustworthiness, expertise, attractiveness, respect, similarity).

Penelitian ini akan dilaksanakan dengan menyebarkan kuesioner kepada 100 responden konsumen Top White Coffee. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis.

Hasil penelitian ini menunjukkan bahwa adanya pengaruh Brand Awareness terhadap Customer Loyalty Top White Coffee di Surabaya dengan Celebrity Endorsement Raline Shah sebagai variabel intervening namun Brand Awareness tidak berpengaruh signifikan terhadap Customer Loyalty dan Brand Awareness tidak berpengaruh signifikan terhadap Celebrity Endorsement

Keywords


Brand Awareness, Customer Loyalty, Celebrity Endorsement, spontananeous (unaided awareness), top of mind awareness, aided awareness

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