<![CDATA[Penelitian ini dilakukan untuk mengetahui peran loyalitas merek dalam memediasi pengaruh kesadaran merek dan persepsi kualitas terhadap niat pembelian. Penelitian ini didasarkan pada teori Keller’s Customer-Based Brand Equity (CBBE) Model. Penelitian ini dilakukan di Your Tutor. Jumlah responden yang terlibat adalah 112 orang dengan teknik pengambilan sampel purposive sampling. Metode yang digunakan dalam penelitian ini adalah pengumpulan data melalui kuesioner. Teknik pengolahan data dalam penelitian ini adalah Partial Least Squares Structural Equation Modelling (PLS-SEM) dengan menggunakan SmartPLS 3. Hasil penelitian menunjukkan bahwa kesadaran merek berpengaruh positif dan signifikan terhadap niat pembelian, kesadaran merek berpengaruh positif dan signifikan terhadap loyalitas merek, persepsi kualitas berpengaruh positif dan signifikan terhadap niat pembelian, persepsi kualitas berpengaruh positif dan signifikan terhadap loyalitas merek, loyalitas merek berpengaruh positif namun tidak signifikan terhadap niat pembelian, loyalitas merek belum mampu memediasi pengaruh kesadaran merek terhadap niat pembelian, serta loyalitas merek belum mampu memediasi pengaruh persepsi kualitas terhadap niat pembelian. Implikasi dari penelitian ini adalah pentingnya meningkatkan kesadaran merek dan persepsi kualitas dalam meningkatkan niat pembelian serta loyalitas merek belum dapat secara signifikan meningkatkan niat pembelian. This study aims to determine the role of brand loyalty in mediating the effect of brand awareness and perceived quality on purchase intentions. This research is based on Keller's Customer-Based Brand Equity (CBBE) Model theory. This research was conducted at Your Tutor. Respondents involved was 112 people with purposive sampling technique. The method used in this research is data collection through questionnaires. The data processing technique in this study is Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS 3. The results showed that brand awareness has a positive and significant effect on purchase intention, brand awareness has a positive and significant effect on brand loyalty, perceived quality has a positive and significant effect on purchase intention, perceived quality has a positive and significant effect on brand loyalty, brand loyalty has a positive but insignificant effect on purchase intention, brand loyalty has not been able to mediate the effect of brand awareness on purchase intention, and brand loyalty has not been able to mediate the effect of perceived quality on purchase intention. The implication of this research is the importance of increasing brand awareness and perceived quality in increasing purchase intentions and brand loyalty cannot significantly increase purchase intention.]]>
