Pengaruh citra merek dan keputusan pembelian terhadap loyalitas merek konsumen sepeda motor
- Purposes : The purpose of this study is to analyze the influence of brand image on purchasing decisions; the influence of the brand image on brand loyalty; the influence of purchasing decisions on brand loyalty; and the effect of brand image on brand loyalty through purchasing decisions.
- Methods : The approach of this research is correlational research and using 61 respondents from the questionnaire. Path analysis aims to trace the influence (either directly or indirectly) independent (independent) variable to the dependent variable
- Findings : First, brand image has a positive and significant influence on purchasing decisions. Second, brand image has a positive, but insignificant effect on brand loyalty. Third, purchasing decisions have a positive and significant impact on brand loyalty. Fourth, the brand image of brand loyalty is mediated by the purchase decision.
- Keywords : Brand image, purchasing decisions, brand loyalty