Pengaruh Perceived Quality Dan Brand Image Terhadap Brand Loyalty (Studi Pada Konsumen ESQA Di Kota Surabaya)

Wulandari, Fara Aulia (2024) Pengaruh Perceived Quality Dan Brand Image Terhadap Brand Loyalty (Studi Pada Konsumen ESQA Di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Along with the rapid development of the cosmetics industry and the increasingly fierce competition between brands in Indonesia, retaining customers is the main focus for companies. In facing this challenge, an effective marketing strategy is the key to success for cosmetic brands. One of them is the cosmetic brand ESQA which uses Perceived Quality and Brand Image as important aspects in understanding the dynamics of Brand Loyalty. This study aims to identify the effect of Perceived Quality and Brand Image on Brand Loyalty for consumers of ESQA cosmetic products in Surabaya City. The population and sample of this study amounted to 100 respondents who were consumers of ESQA products in Surabaya City. Through a quantitative approach, data collection is collected from respondents who are consumers of ESQA products in Surabaya City using a questionnaire. Application of data analysis using Partial Least Square (PLS) with a Likert scale. The results of this study are 1) Perceived Quality has a positive and significant effect on Brand Loyalty for ESQA consumers in Surabaya City, 2) Brand Image also has a positive and significant effect on Brand Loyalty for ESQA product consumers in Surabaya City.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Andarini, Sonja NIP196503261993092001 Sonja_andarini.adbis@upnjatim.ac.id
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	fara aulia wulandari
Date Deposited:	31 May 2024 08:29
Last Modified:	31 May 2024 08:29
URI:	https://repository.upnjatim.ac.id/id/eprint/23718

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