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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 Ahmad Nur Budi Utama Alvianita Gunawan Putri andrew shandy utama, andrew shandy Andriya Risdwiyanto 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 Damayanti, Yenie Eva Dodi Prasada Eva Yuniarti Utami Fredrik Warwer Gatot Wijayanto Hadion Wijoyo Haudi Haudi, Haudi Herayati Hidayat, Gustina Hieronimus Erwin Indrawan Hillman Mushaddiq Suaidy Hillman Mushaddiq Suaidy Indra, Natal Irawati, Intan Irsal Fauzi Jaka Santosa Jeffry H. Sinaulan Joko Sriwidodo Jonathan, Edbert Kartiwa, Aa Kristiono, Natal Lamirin, Lamirin Loso Judijanto Lukman Affandi Ma'rifah, Ma'rifah Maghfirah, Nur Mahmuddin Mahmuddin Mahmuddin Mahmuddin Marinda Machdar, Nera Mislan Sihite, Mislan Muliansyah, Dadah Natal Indra Natal Indra Nera Marinda Machdar Ninuk Riesmiyantiningtias Nurhidayati Nurhidayati Nurhidayati Nurlelasari Ginting Paulina, Julinta Primadi Candra Susanto Rahmat Saleh Ramlani Lina Sinaulan Rini Martiwi Rizky Amalia Rizky Amalia Rizky Amalia Rizqi Amaliyah, Angguliyah Rochimah Imawati Rovanita Rama Sabalius Uhai Saifuddin, Sendy Salsabla Sasono, Heri Siti Fatimah Azzahra Sitti Hardiyanti Arhas Sri Mulyono Sugeng Suroso Suhendri Suherman, Suherman Sungkowati, Sri Suprianto Suprianto Tarigan, Budi Akhmad Tri Widyastuti Tri Widyastuti Trisna Fajar Prasetyo Usmany, Paul WIJOYO, HADION Yusuf, Ramdan Zahara Tussoleha Rony Zeanette Tiarma Lisbet Zul Asman Zul Asman