JAM : Jurnal Aplikasi Manajemen
Vol 14, No 3 (2016)

Pengaruh Brand Awareness, Perceived Quality, dan Brand Image terhadap Brand Loyalty pada Generasi Y di Indonesia

Nuraidya Fajariah (Economy Faculty and Business, University of Brawijaya)
Armanu Thoyib (Economy Faculty and Business, University of Brawijaya)
Fatchur Rahman (Economy Faculty and Business, University of Brawijaya)

Article Info

Publish Date
01 Sep 2016

Abstract

Brand is an important factor that can attract the purchasing interest of Generation Y. This study aimed to examine the effect of brand awareness, perceived quality, and brand image to brand loyalty of Generation Y (15 to 33 years old). Increased purchasing power of generation Y are anticipated to make them become important targets for the brand. The samples of this study were 160 respondents of Generation Y and analyzed with path analysis. The result indicated that brand awareness and perceived quality were positive significantly affected to brand image and brand loyalty. Brand image positive significantlyaffected to brand loyalty. Brand image was able tomediated properly theeffect between brand awareness and perceived quality on brand loyalty.

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Journal Info
JAM : Jurnal Aplikasi Manajemen
Website

Abbrev

jam

Publisher

Universitas Brawijaya

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Aplikasi Manajemen - Journal of Applied Management (JAM) publishes all forms of quantitative and qualitative research articles and other scientific studies related to the field of functional management (marketing, finance, human resources, and operations) as well as the applied management and ...