From Brand Identity To Brand Loyalty: A Structural Model Of Consumption Goods In Solo Raya

Tamara Ardilla, Fatiha and -, Imronudin, S.E., M.Si., Ph. D. (2025) From Brand Identity To Brand Loyalty: A Structural Model Of Consumption Goods In Solo Raya. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study investigates the impact of brand, company, and consumer-brand characteristics on brand loyalty for consumption goods in Solo Raya, with brand credibility as a mediating variable. Utilizing a quantitative approach and Structural Equation Modelling-Partial Least Square, data were gathered from 300 respondents who are active consumers in the region. The results show that brand characteristics do not significantly influence brand credibility or brand loyalty. However, company and consumer-brand characteristics significantly affect both brand credibility and brand loyalty. Moreover, brand credibility has a significant positive impact on brand loyalty and serves as a mediating variable between company characteristics and consumer-brand characteristics toward brand loyalty. Notably, brand credibility does not mediate the relationship between brand characteristics and brand loyalty. These findings highlight the crucial role of company-driven and consumer-related brand perceptions in building credibility, which is essential for achieving long-term brand loyalty in competitive consumer goods markets.

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	brand, company, consumer-brand characteristic, brand credibility, brand loyalty
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > S2 Manajemen
Depositing User:	FATIHA TAMARA ARDILLA
Date Deposited:	07 Oct 2025 02:17
Last Modified:	07 Oct 2025 02:17
URI:	http://eprints.ums.ac.id/id/eprint/138902

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