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All Journal Diponegoro Journal of Management Jurnal Manajemen Bisnis Sebatik Sketsa Bisnis JURNAL MANAJEMEN (EDISI ELEKTRONIK) Share : Journal of Service Learning Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JISIP: Jurnal Ilmu Sosial dan Pendidikan EKUITAS (Jurnal Ekonomi dan Keuangan) IJEEIT : International Journal of Electrical Engineering and Information Technology JURNAL MANAJEMEN EconBank : Journal Economics and Banking Kumawula: Jurnal Pengabdian Kepada Masyarakat SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Jurnal E-Komtek EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Nathiqiyyah : Jurnal Psikologi Islam Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Abdi Masya International Journal of Social Science Anjoro : International Journal of Agriculture and Business Agroteksos International Journal Software Engineering and Computer Science (IJSECS) Journal of Management and Digital Business Duta.com : Jurnal Ilmiah Teknologi Informasi dan Komunikasi NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Jurnal Bisnis Manajemen dan Akuntansi Duta Abdimas: Jurnal Pengabdian Masyarakat Proceeding of International Conference Health, Science And Technology (ICOHETECH) Inisiasi Mestaka: Jurnal Pengabdian Kepada Masyarakat Jurnal Penelitian Ekonomi Manajemen dan Bisnis Easta Journal of Innovative Community Services The Eastasouth Management and Business Jurnal Keperawatan Jurnal Manajemen Dan Bisnis Ekonomi (JIMBE) Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Kegiatan Positif : Jurnal Hasil Karya Pengabdian Masyarakat Aspirasi : Publikasi Hasil Pengabdian dan Kegiatan Masyarakat Obat: Jurnal Riset Ilmu Farmasi dan Kesehatan Karakter: Jurnal Riset Ilmu Pendidikan Islam Jurnal Jurisprudence International Journal of Economics and Management Research Jurnal Analisis Bisnis Ekonomi
Singgih Purnomo
Universitas Duta Bangsa, Surakarta
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Journal : Diponegoro Journal of Management

 1 
ANALISIS PENGARUH BRAND IMAGE DAN CORPORATE BRANDING TERHADAP BRAND EQUITY SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN OPERATOR SELULER TELKOMSEL DI KOTA SEMARANG Purnomo, Singgih; Indriani, Farida
Diponegoro Journal of Management Volume 7, Nomor 2, Tahun 2018
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This research aims to find the infulence of brand image and corporate branding on brand equity and its impact on customer loyalty. Furthermore, it aims to find out the role of brand equity in mediating on customer loyalty.This research was conducted on Telkomsel operator customers in Semarang City have been using Telkomsel for minimum one year and had used other celluler operators. Sampling method  in  this  research  is  non-probability  sampling  with  purposive  sampling  technique.  The number   of   samples   collected   as   many   as   100  respondents   through  the   distribution  of questionnaires. Analysis method used here is multiple regression analysis which includes validity test, reliability test, classic assumption test, multiple linear regression tests, f-test, determination test, hypothesis test (t statistic test), and Sobel test.The  results  showed  that  the  variables  of  brand  image  and  corporate  branding  in  a significantly and positively impact on brand equity. Variable corporate branding has a significant and positive impact on customer loyalty. But the brand image variable has no effect on customer loyalty. Meanwhile brand equity as an intervening variable has a positive and significant impact on customer loyalty.
Co-Authors . Junaedi Agus Suyatno Akhmad, Khabib Alia Akhmad, Khabib Alia Al-Shami, Sameer Ali Hussein Al-Shami Annisa Ita Yulianti Arfandi Prasetyo Aris Prio Agus Santoso Arum, Rina Asri Laksmi Riani Atif Ali Gill Awang Long, Zalizah Awong Long, Zalizah Baaq, Shalli Habiibika Baehaqi binti Mohd, Farahwahida Carreon, Jonthan Rante Che Mustapha, Jawahir Dr. Du Ngoc Bich Dwi Rahmawati, Esti Eko Purwanto Eko Purwanto Eliana Wulandari Endang Siti Rahayu Erna Chotidjah Suhatmi Esti Dwi Rahmawati Fadila, Sarah Fanny Widadie Farahwahida binti Mohd Farida Indriani Faulinda Ely Nastiti FAULINDA ELY NASTITI Fauzan Muflih Prakoso Fawzi’ah, Nurul Itsna Gill, Atif Ali Habib, Muhamad Indah Wahyu Utami Indra Hastuti Indra Hastuti Indra Hastuti, Indra Jaco Barkhuizen Jasur Ehsonov KHABIB ALIA AKHMAD Khotham, Nur Khotham Al Firman Kresna Agung Yudhianto Kuncoro, Aditya Bagus Lestari, Retna Dewi Long, Zalizah Awang Marni Marni, Marni Maulindar, Joni Mohd, Farahwahida binti Muftiyanto, Taufiq Nur Nur Muftiyanto, R. Taufiq Nurchim Nurchim Nurmalitasari Nurmalitasari Nurullia Rizkyani Osman, Sharina Puput Mulyono Purwandari, Suci Purwanto, Eko Rahmawati Setyani Ratini Setyowati Rayhan Gunaningrat Rayhan Gunaningrat Risna Ardianto Saryadi Saryadi Sentosa, Ilham Sharina Osman Sopingi Sopingi Sopingi, Sopingi Suci Purwandari Suci Purwandari Suci Purwandari Suminah Thi Thu Hang, Nguyen Umi Salamah Utami, Indah Wahyu Wahyu Adhi Saputro Wiji Lestari Wiji Lestari Wijiyanto Wijiyanto, Wijiyanto Zalizah Awong Long