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Journal : Journal of Social Research

The Effect of Brand Image and Product Quality on Customer Loyalty with Purchasing Decisions as An Intervening Variable Sari Dewi, Putri; Widayati, Catur
Journal of Social Research Vol. 3 No. 2 (2024): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v3i2.1957

Abstract

This research aims to analyze the role of Brand Image and Product Quality on Customer Loyalty with purchasing decisions as an intervening variable with research on Quaker cereal customers in Jabodetabek. This research uses a marketing management theory approach and consumer behavior theory. The population of this research is people who have purchased and consumed Quaker instant cereal products who live in the Jabodetabek area with a sample of 240 respondents. Data analysis method using Structural Equation Model-Partial Least Square (SEM PLS). The research results show that brand image does not have a significant effect on purchasing decisions for Quaker products. Brand image does not have a significant effect on customer loyalty through purchasing decisions on Quaker products. Product quality has a significant effect on customers loyalty through purchasing decisions on Quaker products.
Co-Authors A.A. Ketut Agung Cahyawan W Adira, Myesha Agustin Fadjarenie Aida, Imani Nur Anees Janee Ali Anggi W. Anggi Anik Herminingsih Anisah Apriani, Ari Ari Apriani Arifin Jakasaputra Arijanto, Agus Atristyanti, Ikhyandini Garindia Budiono, Herlina Chichi Rahmayanti Dacosta, Kornelia Johana Deden Tarmidi Dedi Rianto Rahadi Didin Hikmah Perkasa Djumarno, Djumarno Dudi Permana Dwi Pratama, Yanuar Eka Desy Purnama Ernawati, Era Fadhila Dhia Malihah Febriyanti, Melly H. Rahardjo, Thea Harries Madiistriyatno, Harries Hasan Nuryadi Hasliza Abdul Halim Helen Widjaja, Purnamawati Hellen Widjaja, Purnamawati Hendra Wiyanto Ibnu Hajar , Al Hafidh Ikhsani, Khilyatin Inge Pratiwi Islahuben Islahuben Islahulben, Islahulben Junaedi Junaedi Kasmir Kasmir, Kasmir L. Setya Budiawan Lia D Lia D Lina Winny Magita, Magita Magito Magito, Magito Marliya, Siti Meliantari, Dian Melly Febriyanti Mochamad Soelton Muhammad Usman Muhammad Usman, Muhammad Mukti Rahardjo Nuri Aslami Octaviani, Dewi W. Onggo Pramudito P. Helen Widjaja P. Hellen Wijaya Paijan Pratiwi, Inge Purnamawati Helen Widjaja Purnamawati Hellen Wijaya Putri A, Adinda Rani Triana Reshi Ratwidita Rina Astini Rizky Vita Losi Ryani Dhyan Parashakti Salsabiil, Kahla'a Sari Dewi, Putri Septi W Septi W Septy W Sigit H. Kusuma Sihombing, Fery Andreas Sinambela, Sarton Siti Annisa Wahdiniawati, Siti Annisa Siti Marliya Sri Anah Sri Hartono Sri Vandayuli Riorini Sri Vandayuli Riorini Suhendar, Andri Sukardi Sukardi Suzan Bernadetha T. Fintura, Agustina Thea H. Rahardjo Thea H. Rahardjo Tri Jayanti, Tri Tupiyati Fakultas Ekonomi Universitas Tarumanagara W., Anggi Wachyu Hari Haji Wahyu Anggraini, Wahyu wibowo, amirudin Widjaja, P. Helen Wiyanto, Hendra Yanto Ramli Yenita Yenita Yolanda Yunia Yuliani, Reni Yunia, Yolanda Zairil, Zairil