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All Journal Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi
Adrianto - Trimarjono
Universitas Wijaya Kusuma Surabaya
Economics, Econometrics & Finance

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Effect Of Cause Brand Fit On Brand Loyalty Through Moral Judgment On Aqua Consumers In Surabaya Adrianto - Trimarjono; Dewi Nuraini
Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi Vol 19, No 2 (2023): October
Publisher : Research Institution and Community Service Universitas Wijaya Kusuma Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/equilibrium.v19i2.3343

Abstract

This study aims to determine the effect of cause brand fit on brand loyalty and moral judgment. This research was conducted on consumers of AQUA brand drinking water products in the city of Surabaya using purposive sampling technique with the criteria of AQUA mineral water consumers who know the AQUA 1 to 10 social program. To test the hypothesis, the Amos 50 structural model is used. The results show that the cause of brand fit has a significant effect on brand loyalty, moral judgment has no significant effect on the cause of brand fit. Brand loyalty has a significant effect on moral judgment.
Co-Authors Dewi Nuraini