Nabila, Nabila (2025) Pengaruh Brand Innovativeness terhadap Brand Loyalty pada Brand Hyundai dengan Perceived Quality sebagai Variabel Mediasi di Jawa Barat. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine the effect of Brand Innovativeness on Brand Loyalty with Perceived Quality as a mediating variable among Hyundai car consumers in West Java. The background of this research is driven by the intense competition within Indonesia’s automotive industry and the strategic importance of innovation in building and sustaining customer loyalty. The population consists of Hyundai car users in West Java, with a sample of 120 respondents selected through purposive sampling. This quantitative study collected data through an online questionnaire and analyzed it using Structural Equation Modeling with Partial Least Squares (SmartPLS). The results show that brand innovativeness has a positive effect on both brand loyalty and perceived quality. Perceived quality also has a positive impact on brand loyalty and serves as a mediator in the relationship between brand innovativeness and loyalty. These findings highlight that consistent innovation not only strengthens brand image but also enhances perceived quality, which ultimately leads to long-term customer loyalty. The practical implication of this study is that Hyundai should balance product innovation with improvements in after-sales service quality to reinforce its brand position amidst increasingly competitive market conditions.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||||||
| Depositing User: | Nabila Nabila | ||||||||||||
| Date Deposited: | 03 Dec 2025 07:09 | ||||||||||||
| Last Modified: | 03 Dec 2025 07:09 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47552 |
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