Article2020

ANALISIS PENGARUH BRAND LOYALTY, BRAND ASSOCIATION, BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN

8 citations0/0 files stored

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract This study aims to determine the effect of Brand Loyalty, Brand Association, Brand Awareness, and Perceived Quality on purchasing decisions of customers in using Gojek services in Karang Tengah, Ciledug-Tangerang. The population in this study were all people in the region of Karang Tengah, Ciledug-Tangerang ever use the services offered by Gojek. Sampling using purposive sampling method quota sampling of 100 respondents. Data analysis method used is the Double Linear Regression Analysis.The research shows that Brand Loyalty, Brand Awareness, and Perceived Quality is partially affected the purchase decision, while Brand Association does not have significant influence on purchasing decisions. Brand Loyalty, Brand Association, Brand Awareness, and with the same Perceived Quality has a positive and significant impact on purchasing decisions of customers in using Gojek services in the area of East Coral-Ciledug-Tangerang. The dominant variable influence the purchasing decisions of customers to use the services Gojek is Brand Loyalty. Keywords : brand loyalty, brand association, brand awareness,perceived quality, purchase decision

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Imported from OpenAlex (CC0) — nothing here is generated.