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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB)
Puspasari, Fitri Diana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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The Influence of Brand Image, Price Perception, Brand Awareness on Brand Loyalty (Study on Wardah Facial Cleanser Customers) Puspasari, Fitri Diana; Utama, Andyan Pradipta
Jurnal Ilmiah Manajemen dan Bisnis Vol 10, No 3 (2024): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v10i3.28119

Abstract

The research aims to determine the effect of brand image, price perception, brand awareness on brand loyalty (study on wardah facial cleanser customers). This research was conducted on 185 respondents using a quantitative approach. The data analysis method used is Structural Equation Modelling (SEM). The results showed that brand image has a positive and significant effect on wardah facial cleanser brand loyalty, price perception has a positive and significant effect on wardah facial cleanser brand loyalty, brand awareness has a positive and significant effect on wardah facial cleanser brand loyalty.
Co-Authors Utama, Andyan Pradipta