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Ade Onny Siagian
Universitas Bina Sarana Informatika
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Journal : UNEJ e-Proceeding

 1 
During the Pandemic Perceived Quality Forms Customer Loyalty via Brand Equity Oppo Smartphone Users Ade Onny Siagian; Dodi Prasada; Agus Sudarsono; Hadion Wijoyo
UNEJ e-Proceeding 2021: International Conference on Management, Business, and Technology (ICOMBEST) 2021
Publisher : UPT Penerbitan Universitas Jember

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Abstract

This study aims to determine whether during the pandemic Perceived Quality has an effect on Customer Loyalty through Brand Equity on Oppo brand smartphone users in the Depok area. By using a quantitative research approach and SEM factor analysis methods as well as SPSS Amos 23 test equipment. The object of the analysis is consumers "Oppo brand smartphone users" in Depok. The research design used a single cross sectional, a sample of 150 respondents. The results showed that perceived quality had a significant effect on brand equity on Oppo smartphones in Depok with a regression coefficient of 0.882 and a critical ratio value of 6.891. Brand equity has a significant effect on customer loyalty on Oppo brand smartphones in Depok with a regression coefficient of 0.612 and a critical ratio value of 5.696. Perceived quality directly has no significant effect on customer loyalty on Oppo brand smartphones in Depok with a regression coefficient of 0.043 and a critical ratio value of 0.385. The indirect effect of perceived quality on customer loyalty > the direct effect of perceived quality on customer loyalty is 0.482 > 0.043, meaning that brand equity mediates between perceived quality and customer loyalty on Oppo Brand smartphones. Keywords: Pandemic, Perceived Quality, Brand Equity, Customer Loyalty
Co-Authors Adhi Wibowo Adler H. Manurung Adler H. Manurung Adler Haymans Manurung Agus Sudarsono Alvianita Gunawan Putri andrew shandy utama, andrew shandy Angguliyah Rizqi Amaliyah Aris Ariyanto Ariyanto, Aris Asep Muhammas Lutfi Asri Ady Bakri Asrini Asrini Asry, Shofia Bambang Karsono Bambang Karsono Bryan Givan Cahyono, Yoyok Cahyono, Yoyok Dafid Ginting Dodi Prasada Eva Yuniarti Utami Fredrik Warwer Hadion Wijoyo Haudi Haudi, Haudi Herayati Heri Sasono Hidayat, Gustina Hieronimus Erwin Indrawan Hillman Mushaddiq Suaidy Hillman Mushaddiq Suaidy Indra, Natal Jaka Santosa Jeffry H. Sinaulan Joko Sriwidodo Kartiwa, Aa Kristiono, Natal Lamirin, Lamirin Loso Judijanto Lukman Affandi Mahmuddin Mahmuddin Marinda Machdar, Nera Muliansyah, Dadah Natal Indra Natal Indra Nera Marinda Machdar Ninuk Riesmiyantiningtias Nurhidayati Nurhidayati Nurlelasari Ginting Paulina, Julinta Primadi Candra Susanto Rahmat Saleh Ramlani Lina Sinaulan Rini Martiwi Rizky Amalia Rizky Amalia Sitti Hardiyanti Arhas Sugeng Suroso Suhendri Suherman, Suherman Suprianto Suprianto Tarigan, Budi Akhmad Tri Widyastuti Tri Widyastuti Trisna Fajar Prasetyo Usmany, Paul Utama, Ahmad Nur Budi WIJOYO, HADION Zahara Tussoleha Rony Zeanette Tiarma Lisbet Zul Asman Zul Asman