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All Journal Jurnal Bisnis Mahasiswa Jurnal Vokasi Indonesia
Nadjwa, Antaja
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Social Sciences Other

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Investigating Brand Awareness, Brand Image, and Perceived Quality on Customer Loyalty Nadjwa, Antaja; Srivania, Diandra; Mardhiana, Hasna Rizki
Jurnal Bisnis Mahasiswa Vol 4 No 4 (2024): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.v4i4.art7

Abstract

This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived quality in fostering customer loyalty, suggesting that Telkomsel’s success in retaining customers is largely attributed to its high service standards. This research contributes to the literature on brand management in the telecommunications sector and offers practical insights for enhancing customer loyalty through strategic improvements in brand perception and service quality.
Investigating Brand Awareness, Brand Image, and Perceived Quality on Customer Loyalty Nadjwa, Antaja; Srivania, Diandra; Mardhiana, Hasna Rizki
Jurnal Vokasi Indonesia Vol. 12, No. 2
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived quality in fostering customer loyalty, suggesting that Telkomsel’s success in retaining customers is largely attributed to its high service standards. This research contributes to the literature on brand management in the telecommunications sector and offers practical insights for enhancing customer loyalty through strategic improvements in brand perception and service quality.
Co-Authors Mardhiana, Hasna Rizki Srivania, Diandra