Pengaruh citra merek dan keputusan pembelian terhadap loyalitas merek

  • Ika Ayu Ningrum Program Studi Manajemen, Universitas Muhammadiyah Sumatera Utara

Abstract


  • Purposes - The purpose of this study is to analyze the effect 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 influence of brand image on brand loyalty through purchasing decisions.

  • Methods ¬†- The approach of this research is pertained to quantitative research approach, especially correlational research. Research data was collected from 101 responses as a sample of the study. Data analysis used is a technique path analysis which is used to answer research purpose.

  • Findings - First, the brand image has a positive and significant influence on the purchase decision. Second, brand image has a positive and significant influence on brand loyalty. Third, purchase decisions have a positive and significant influence on brand loyalty. Fourth, the brand image of brand loyalty is not mediated purchasing decisions

  • Keywords:¬†Brand image, purchase decision, brand loyalty


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Published
2018-05-30
How to Cite
NINGRUM, Ika Ayu. Pengaruh citra merek dan keputusan pembelian terhadap loyalitas merek. Jurnal Riset Sains Manajemen, [S.l.], v. 2, n. 2, p. 49-58, may 2018. ISSN 2597-4726. Available at: <https://ejurnal.id/index.php/jsm/article/view/197>. Date accessed: 20 june 2021.
Section
Articles