Analisis Pengaruh Brand Awareness, Brand Image dan Perceived Quality Terhadap Brand Extension Melalui Brand Loyalty pada Pengguna Produk Merek Samsung di Kota Bontang

Rahim, Abdul
Hardika, Rianindya Chandra
Zuhrufillah, Irfani

Jurnal Nasional Komputasi dan Teknologi Informasi
Vol 9, No 1 (2026): Februari 2026

Abstrak - Penelitian ini bertujuan untuk menganalisis pengaruh Brand Awareness, Brand Image,  dan Perceived Quality terhadap Brand Extension melalui Brand Loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang dioleh dengan software SPSS statistik versi 22.0 dan Structural Equation Modelling (SEM) atau IBM SPSS amos 23 . Sampel yang diambil dalam penelitian ini adalah 126 responden yang tersebar di Kota Bontang, mereka adalah pengguna produk merek samsung dikota Bontang, pengukuran menggunakan skala likert dengan skor 1-5. Dalam penelitian ini juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan uji estimasi dan uji struktural model fit. Berdasarkan model structural kami menemukan, Persepsi Brand Awareness,Brand Image dan Perceived Quality berpengaruh signifikan terhadap Brand Loyalty, Brand Extension berpengaruh signifikan terhadap Brand Loyalty, dan Brand Awareness, Brand Image dan Perceived Quality berpengaruh tidak signifikan terhadap Brand ExtensionKata kunci : Brand Awareness; Brand Image; Perceived Quality; Brand Extention; Brand Loyalty; Abstract - This study aims to analyze the effect of Brand Awareness, Brand Image, and Perceived Quality on Brand Extension through Brand Loyalty. This study uses a quantitative approach using path analysis processed with SPSS statistical software version 22.0 and Structural Equation Modeling (SEM) or IBM SPSS amos 23. The sample taken in this study consisted of 126 respondents spread across the city of Bontang, who were users of Samsung products in the city of Bontang. The measurement used a Likert scale with a score of 1-5. In this study, validity and reliability tests were also carried out, followed by estimation tests and structural model fit tests. Based on the structural model, we found that Brand Awareness, Brand Image, and Perceived Quality significantly influence Brand Loyalty, Brand Extension significantly influences Brand Loyalty, and Brand Awareness, Brand Image, and Perceived Quality do not significantly influence Brand Extension.Keywords: Brand Awareness; Brand Image; Perceived Quality; Brand Extension; Brand Loyalty;