Pengaruh citra merek dan minat beli terhadap loyalitas merek

  • Shafira Nabilla Program Studi Manajemen, Universitas Muhammadiyah Sumatera Utara

Abstract

  • 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.

10.5281/zenodo.1322107


 

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Published
2018-02-28
How to Cite
NABILLA, Shafira. Pengaruh citra merek dan minat beli terhadap loyalitas merek. Jurnal Riset Sains Manajemen, [S.l.], v. 2, n. 1, p. 31-38, feb. 2018. ISSN 2597-4726. Available at: <http://ejurnal.id/index.php/jsm/article/view/178>. Date accessed: 20 aug. 2018.
Section
Articles