Analisis Pengaruh Brand Image, Perceived Quality, Dan Brand Experience Terhadap Brand Loyalty Pada Air Mineral Aqua Di Solo Raya

Rahmawati, Agustina and , Dr. Moechammad Nasir, S.E., M.M. (2022) Analisis Pengaruh Brand Image, Perceived Quality, Dan Brand Experience Terhadap Brand Loyalty Pada Air Mineral Aqua Di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze and discuss the influence of brand image, perceived quality, and brand experience on brand loyalty to Aqua mineral water in Solo Raya. The population in this study were consumers of Aqua mineral water in Solo Raya with a sample of 170 respondents. Data collection techniques through the distribution of questionnaires. Data analysis in this study used Smart PLS version 3.0. The sampling technique in this study uses purposive sampling and data testing techniques used in this study include the outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and multicollinearity tests as well as the inner model consisting of coefficient determination, goodness of fit, effect size test (f2), and hypothesis testing. The results of this study indicate that brand image has a significant effect on brand loyalty, perceived quality has no significant effect on brand loyalty, and brand experience has a significant effect on brand loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	brand image, perceived quality, brand experience, brand loyalty
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AGUSTINA RAHMAWATI
Date Deposited:	23 Mar 2022 06:32
Last Modified:	05 Apr 2022 02:31
URI:	http://eprints.ums.ac.id/id/eprint/99090

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