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Hadion Wijoyo
STMIK Dharmapala Riau
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Journal : UNEJ e-Proceeding

 1 
During the Pandemic Perceived Quality Forms Customer Loyalty via Brand Equity Oppo Smartphone Users Ade Onny Siagian; Dodi Prasada; Agus Sudarsono; Hadion Wijoyo
UNEJ e-Proceeding 2021: International Conference on Management, Business, and Technology (ICOMBEST) 2021
Publisher : UPT Penerbitan Universitas Jember

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Abstract

This study aims to determine whether during the pandemic Perceived Quality has an effect on Customer Loyalty through Brand Equity on Oppo brand smartphone users in the Depok area. By using a quantitative research approach and SEM factor analysis methods as well as SPSS Amos 23 test equipment. The object of the analysis is consumers "Oppo brand smartphone users" in Depok. The research design used a single cross sectional, a sample of 150 respondents. The results showed that perceived quality had a significant effect on brand equity on Oppo smartphones in Depok with a regression coefficient of 0.882 and a critical ratio value of 6.891. Brand equity has a significant effect on customer loyalty on Oppo brand smartphones in Depok with a regression coefficient of 0.612 and a critical ratio value of 5.696. Perceived quality directly has no significant effect on customer loyalty on Oppo brand smartphones in Depok with a regression coefficient of 0.043 and a critical ratio value of 0.385. The indirect effect of perceived quality on customer loyalty > the direct effect of perceived quality on customer loyalty is 0.482 > 0.043, meaning that brand equity mediates between perceived quality and customer loyalty on Oppo Brand smartphones. Keywords: Pandemic, Perceived Quality, Brand Equity, Customer Loyalty
Co-Authors ., Isabela Ade Onny Siagian Adhi Wibowo Adhi Wibowo Agung Suharyanto Agung Suharyanto AGUS PURWANTO Agus Sudarsono Agus Susilo Akbar, Irfan Rizka Aldi Aldi Amelia Natasya Salim Andrianto, Sukrisna Anjayani, Nidya Sri Aris Ariyanto Ariyanto, Aris Arniati, Ida Ayu Komang Asep Muhammas Lutfi Asrini Asrini Ayu Purnamasari S Ayu Purnamasari S BRAMESTA Budhi Dharma Cahyono, Yoyok Danangda Rizky Ramadhan Denok Sunarsi Devi, Wiara Sanchia Grafita Ryana Dian Syahputra Dini Deswarni Diwahana Mutiara Candrasari Hermanto Dodi Prasada Endang Setyawati Endang Setyawati Fernandes, Wira Foustino Asprilla Gunantara Fransisca, Anna Handoko, Agus Leo Haudi Haudi Haudi, Haudi I Putu Gelgel, I Putu Iis Noviyanti Ilham, Dodi Irjus Indrawan ISABELA Jailani Jailani Joni Pranata Julia Surya Komang Sutawan Kusuma Indah Lestari Kusuma, Grinata Lamirin Lamirin Lamirin, Lamirin Leny Julia Lingga Mada Faisal Akbar Melani, Lida Musnaini Musnaini Nandan Limakrisna Neni Hermita Ong Cin Siu Partono Nyanasuryanadi Pranata, Joni Ridho Ramadhan Siraiz Robby Shadri Robin Robin Sardi Sardi Sarwani Sarwani, Sarwani Septyani Larosa Marpaung Setiawan, Priski Suhendri Suherman, Suherman Sunarsi, Denok Suryanti Suryanti Suyudi Suyudi Widiyanti Widiyanti, Widiyanti Widjayanti, Carolina Ety William Yonata, Hendrian