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All Journal Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Sugeng Purwanto
Department of Management, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” East Java
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Image and Brand Awareness on Brand Loyalty in Packaged Drinking Water Ades in Surabaya City Marsetio Paramandhana Putra; Sugeng Purwanto
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 4 (2023): December 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v2i4.5899

Abstract

The study aims to understand the influence of brand image and brand awareness on the brand loyalty of Ades bottled drinking water in Surabaya. The method employed is a quantitative study with a sample of 100 individuals using purposive sampling technique. Data were collected through questionnaires distributed to residents of Surabaya. The variables used include brand image (X1) and brand awareness (X2) as independent variables, and brand loyalty (Y) as the dependent variable. Data analysis using the Partial Least Squares (PLS) method indicates that the better the brand image and brand awareness, the higher the brand loyalty of Ades bottled drinking water in Surabaya.
Co-Authors Marsetio Paramandhana Putra