Pengaruh citra merek dan minat beli terhadap loyalitas merek
- Purposes : The purpose of this research is to analyze the influence of brand image on buying interest; the influence of the brand image on brand loyalty; the influence of buying interest on brand loyalty; and the influence of brand image and brand loyalty mediated by buying interest.
- Methods : The approach of this research pertained to quantitative approach, especially correlational approach. With data collection techniques non-probability sampling, especially accidental sampling. This research was conducted 30 respondent and using path analysis for analyzing data.
- Findings : The result of this research shows that brand image has a positive and significant effect on buying interest, while brand image has positive but not significant effect on brand loyalty, buying interest has a positive and significant effect on brand loyalty, while buying interest as intervening variable has an effect on brand image and brand loyalty.
- Keywords : Brand image, Buying interest, Brand loyalty.