PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK TERHADAP KEPUASAN KONSUMEN DAN LOYALITAS KONSUMEN
Abstract
This study aims to analyze the influence of Brand Awareness, Perceived Quality, Brand Association on Consumer Satisfaction and Consumer Loyalty on jeans brand, and is a case study on consumer of Levi's jeans in Daerah Istimewa Yogyakarta. In this study the respondents used were 150 consumers of Levi's jeans in Daerah Istimewa Yogyakarta. The results of this research analysis using SEM. The result of analysis shows that brand equity dimension used is brand awareness, quality perception, brand association have positive and significant effect to customer satisfaction. The results of this study also found that consumer satisfaction has a positive and significant impact on consumer loyalty. This means that better the brand equity of a product in the perceptive of the consumer, then he will be satisfied with the brand of the product, and the higher the level of satisfaction felt by the consumer on the product brand, then he will be loyal to the brand of the product.