BRAND AWARENESS, BRAND IMAGE DAN LOYALITAS KONSUMEN

Luis Valentim JM Siga Dos Santos

Abstract


The purpose of this study were i) to determine and analyze the influence of brand awareness (brand awareness) and brand image (brand image) simultaneously to the satisfaction and loyalty of consumers on product Lifebuoy soap in Dili; ii) To identify and analyze the influence of brand awareness (brand awareness) and brand image (brand image) partially on the satisfaction and loyalty of consumers on product Lifebuoy soap in Dili; iii) To determine and analyze the effect of brand awareness on customer loyalty through customer satisfaction; iv) To determine and analyze the influence of brand image on customer loyalty through customer satisfaction.

This study is a quantitative study using the questioner distributed to 100 respondents in the city of Dili. After obtaining the data from the questioner analyzed using path analysis (path analysis).

Where the results of the analysis of The results showed that: i) awareness of the brand (brand awareness) and brand image (brand image) on customer satisfaction and customer loyalty in Lifebuoy soap products in Dili; ii) brand awareness (brand awareness) and brand image (brand image) partial effect on satisfaction and customer loyalty in Product Lifebuoy soap in Dili; iii) brand awareness significant effect on customer loyalty through customer satisfaction; iv) Brand Image significant effect on customer loyalty through customer satisfaction.


Keywords


Brand Awareness, Brand Image, Customer Satisfaction, Customer Loyalty

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