Pengaruh Kesadaran Merek, Nilai Produk Dan Keunikan Merek Terhadap Loyalitas Merek Uniqlo Di Batam

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DOI: https://doi.org/10.24912/jmk.v3i2.11879
Keywords:
Brand Awareness Perceived Value Brand Uniqeness Brand Loyalty Kesadaran Nilai Keunikan Loyalitas

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Enrico Yola
Universitas Tarumanagara
Louis Utama
Universitas Tarumanagara

Abstract

The purpose of this study is to test whether brand awareness can influence brand loyalty, product value can affect brand loyalty, brand uniqueness can affect brand loyalty. Data analysis conducted in this study using SEM (Structural Equation Modeling), with the PLS measuring instrument. The sample was selected using convenience sampling method totaling 70 respondents. The results of this study are Brand Awareness, Product Value and Brand Uniqueness that are positive and significant towards brand loyalty.

 

Tujuan dari penelitian ini adalah untuk menguji apakah kesadaran merek dapat loyalitas merek, Nilai produk dapat mempengaruhi loyalitas merek, Keunikan merek dapat mempengaruhi loyalitas merek,. Analisis data yang dilakukan pada penelitian ini menggunakan SEM (Structural Equation Modeling), dengan alat ukur PLS. Sampel dipilih menggunakan metode convenience sampling berjumlah 70 responden. Hasil penelitian ini adalah Kesadaran Merek, Nilai Produk dan Keunikan Merek positif dan signifikan terhadap loyalitas merek.

Article Details

Issue
Vol. 3 No. 2 (2021): Jurnal Manajerial dan Kewirausahaan
Section
Articles

This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>

Author Biographies

Enrico Yola, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

Louis Utama, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

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