Pengaruh brand awareness dan perceived quality terhadap brand loyalty dengan brand image sebagai variabel intervening pada perusahaan XL Axiata di = The impact of brand awareness and perceived quality on brand loyalty with brand image as intervening variable in XL Axiata company in Jakarta

Wiranata, Samantha Olivia (2020) Pengaruh brand awareness dan perceived quality terhadap brand loyalty dengan brand image sebagai variabel intervening pada perusahaan XL Axiata di = The impact of brand awareness and perceived quality on brand loyalty with brand image as intervening variable in XL Axiata company in Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis dan menguji: 1. Apakah Brand Awareness dari XL Axiata berpengaruh positif terhadap Brand Image 2. Apakah Perceived Quality dari XL Axiata berpengaruh positif terhadap Brand Image, 3. Apakah Brand Awareness dari XL Axiata berpengaruh positif terhadap Brand Loyalty, 4. Apakah Perceived Quality dari XL Axiata berpengaruh positif terhadap Brand Loyalty, 5. Apakah Brand Image berpengaruh positif terhadap Brand Loyalty, 6. Apakah Brand Awareness dari XL Axiata berpengaruh positif terhadap Brand Loyalty melalui Brand Image, 7. Apakah Perceived Quality dari XL Axiata berpengaruh positif terhadap Brand Loyalty melalui Brand Image. Metode survey digunakan di dalam penelitian ini. Pengumpulan data yang dilakukan menggunakan instrument kuesioner dengan menyebarkan kepada 400 responden yang menggunakan kartu XL Axiata selama minimal 6 bulan. Teknik pengambilan sampel dilakukan dengan purposive sampling. Pendekatan yang digunakan adalah Partial least Square-Structural Equation Modeling dengan menggunakan program SmartPLS 3.0. Hasil penelitian menunjukan bahwa brand awareness dan perceived quality berpengaruh positif terhadap brand image, brand awareness dan perceived quality memiliki pengaruh yang positif terhadap brand loyalty, brand image berpengaruh positif terhadap brand loyalty, brand awareness dan perceived quality memiliki pengaruh yang positif terhadap brand loyalty melalui brand image. Kata kunci : Brand Awareness, Perceived Quality, Brand Image, Brand Loyalty Referensi: 67 (2000-2020) / The purpose of this study is to analyze and test: 1. Does XL Axiata's Brand Awareness have a positive effect on Brand Image 2. Does XL Axiata's Quality Perception have a positive effect on Brand Image, 3. Does XL Axiata's Brand Awareness have a positive effect on Brand Loyalty? , 4. Does XL Axiata's Perceived Quality have a positive effect on Brand Loyalty, 5. Does Brand Image have a positive effect on Brand Loyalty, 6. Does XL Axiata's Brand Awareness have a positive effect on Brand Loyalty through Brand Image, 7. Does XL's Perceived Quality Axiata has a positive effect on Brand Loyalty through Brand Image. The survey method used in this study. Data collection was carried out using a questionnaire instrument to 400 respondents who used the XL Axiata card for a minimum of 6 months. The sampling technique was carried out by purposive sampling. The approach used is Partial Least Square-Structural Equation Modeling using the SmartPLS 3.0 program. The results showed that brand awareness and perceived quality had a positive effect on brand image, brand awareness and perceived quality had a positive effect on brand loyalty, brand image had a positive effect on brand loyalty, brand awareness and perceived quality had a positive effect on brand loyalty through brand image.

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