Pengaruh citra merek dan keputusan pembelian terhadap loyalitas merek
- 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