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yesa ramadhani
081230511702
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Pengaruh Kualitas Produk dan Komunikasi Marketing pada Brand Image serta Dampaknya terhadap Loyalitas Pelanggan pada Produk Sarung di Surabaya Pontjo Bambang; yesa ramadhani
Jurnal Manajemen dan Keuangan Vol 10 No 1 (2021): JURNAL MANAJEMEN DAN KEUANGAN
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jmk.v10i1.3031

Abstract

The purpose of this study was to empirically examine the effect of product quality on consumer brand image, the effect of marketing communication on consumer brand image, and the effect of brand image on loyalty. This study uses primary and secondary data sources obtained directly by distributing 100 questionnaires to respondents. The sampling method is non-probability with a pirposive sampling technique. The criteria for respondents are male, the research method uses SEM (Structural Equation Modeling) analysis. The findings of this study are, The first hypothesis which states that product quality affects brand image and is proven significantly, the second hypothesis which states that marketing communication affects brand image is not proven significantly, the third hypothesis which states that brand image affects customer loyalty is proven significantly
Co-Authors Pontjo Bambang