Illahi, Sinta Kurnia (2022) Pengaruh Brand Image dan Brand Awareness Terhadap Brand Equity melalui Brand Loyalty (Studi Kasus pada Pengguna Provider Telkomsel di Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
ABSTRACT SINTA KURNIA ILLAHI, THE EFFECT OF BRAND IMAGE AND BRAND AWARENESS ON BRAND EQUITY THROUGH BRAND LOYALTY (Case Study on Telkomsel Provider Users in Surabaya) The high demand for internet is a challenge for network operators or cellular operator companies. In order for the company to survive, the company seeks to instill a brand presence in customers. One of the best internet network provider cellular operators with the highest market share is Telkomsel. This study was used to determine the effect of brand image and brand awareness on brand equity through brand loyalty to Telkomsel provider users in Surabaya. This research is a type of quantitative research with a survey method. Sampling was carried out by purposive sampling based on certain criteria so that the samples used were in line with the research objectives. The number of samples used is 100 respondents. Data collection techniques using online questionnaires. Data analysis using Partial Least Square (PLS) method. The results showed that: (1) Brand image had a positive and significant effect on brand loyalty of Telkomsel provider users in Surabaya, (2) Brand awareness had a positive and significant effect on brand loyalty of Telkomsel provider users in Surabaya, (3) Brand image had a significant effect on positive and significant impact on brand equity of Telkomsel provider users in Surabaya, (4) Brand awareness has a positive and significant effect on brand equity of Telkomsel provider users in Surabaya, (5) Brand loyalty has positive and significant effect on brand equity of Telkomsel provider users in Surabaya, (6) Indirectly brand image has a positive and significant effect on brand equity provider Telkomsel in Surabaya, (7) Indirectly brand awareness has a positive and significant effect on brand equity provider Telkomsel in Surabaya
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Sinta Kurnia | ||||||||
| Date Deposited: | 20 May 2022 06:25 | ||||||||
| Last Modified: | 20 May 2022 06:25 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6100 |
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