Pengaruh Kesadaran Merek, Asosiasi Merek Dan Kualitas Produk Terhadap Loyalitas Merek Dan Niat Pembelian Ulang Konsumen Pembelian Merek Rabbani
DOI:
https://doi.org/10.58192/populer.v2i1.652Keywords:
kesadaran merek, asosiasi merek, kualitas produk, loyalitas merek, niat pembelian ulang.Abstract
Penelitian ini bertujuan untuk menguji pengaruh kesadaran merek, asosiasi merek dan kualitas produk terhadap loyalitas merek dan niat pembelian ulang konsumen pembelian merek Rabbani. Penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling. Data primer penelitian ini dikumpulkan dari 260 responden. Teknik analisis statistik yang digunakan yaitu melalui 2 tahap analisis regresi dengan pengolahan data menggunakan aplikasi SPSS Statistic 21. Hasil analisis data menunjukkan kesadaran merek, asosiasi merek dan kualitas produk memberikan pengaruh yang positif dan signifikan terhadap loyalitas merek. Hasil penelitian ini juga menunjukkan bahwa loyalitas merek memberikan pengaruh yang positif dan signifikan terhadap niat pembelian ulang.
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