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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) BUANA SAINS Journal Islamic Business and Entrepreneurship / JIBE
Fajariah, Nuraidya
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Biochemistry, Genetics & Molecular Biology Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Physics Other

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Journal : JAM : Jurnal Aplikasi Manajemen

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Pengaruh Brand Awareness, Perceived Quality, dan Brand Image terhadap Brand Loyalty pada Generasi Y di Indonesia Fajariah, Nuraidya; Thoyib, Armanu; Rahman, Fatchur
Jurnal Aplikasi Manajemen Vol. 14 No. 3 (2016)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (196.29 KB) | DOI: 10.18202/jam23026332.14.3.08

Abstract

Brand is an important factor that can attract the purchasing interest of Generation Y. This study aimed to examine the effect of brand awareness, perceived quality, and brand image to brand loyalty of Generation Y (15 to 33 years old). Increased purchasing power of generation Y are anticipated to make them become important targets for the brand. The samples of this study were 160 respondents of Generation Y and analyzed with path analysis. The result indicated that brand awareness and perceived quality were positive significantly affected to brand image and brand loyalty. Brand image positive significantlyaffected to brand loyalty. Brand image was able tomediated properly theeffect between brand awareness and perceived quality on brand loyalty.
Co-Authors ahmad yani Armanu Thoyib Budi Utomo Erik Priyo Santoso, Erik Priyo Fitriawan, Andika Happy Nur Hidayati Rahman, Fatchur Rinanti, Rosyida Fajri Ujang Syahrul Mubarrok Wawu, Marinus Umbu Kalendi