Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Vol. 2 No. 4 (2023): December 2023

The Influence of Brand Image and Brand Awareness on Brand Loyalty in Packaged Drinking Water Ades in Surabaya City

Marsetio Paramandhana Putra (Department of Management, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” East Java)
Sugeng Purwanto (Department of Management, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” East Java)

Article Info

Publish Date
05 Dec 2023

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.

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Journal Info
Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Website

Abbrev

ministal

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ekonomi dan Bisnis Digital (MINISTAL) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Economic, finance, management, information technology and related fields. MINISTAL provides an outlet for the increasing flow ...