Pengaruh Brand Image, Perceived Quality terhadap Brand Loyalty dengan Brand Attitude sebagai Variabel Intervening: Studi pada PT. BPR Mranggen Mitrapersada

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap brand loyalty di PT. BPR Mranggen Mitrapersada, untuk menganalisis pengaruh brand image terhadap brand attitude di PT. BPR Mranggen Mitrapersada, untuk menganalisis pengaruh perceived quality terhadap brand attitude di PT. BPR Mranggen Mitrapersada, untuk menganalisis pengaruh perceived quality dalam meningkatkan brand loyalty di PT. BPR Mranggen Mitrapersada. Dan untuk menganalisis pengaruh brand attitude sebagai variabel mediasi pengaruh brand image dan perceived quality terhadap brand loyalty nasabah PT. BPR Mranggen Mitrapersada. Hasil analisis dari penelitian ini adalah terdapat pengaruh brand image terhadap brand attitude nasabah PT. BPR Mranggen Mitrapersada. Terdapat pengaruh brand image terhadap brand loyalty nasabah PT. BPR Mranggen Mitrapersada. Terdapat pengaruh perceived quality terhadap brand attitude nasabah PT. BPR Mranggen Mitrapersada. Terdapat pengaruh perceived quality terhadap brand loyalty nasabah PT. BPR Mranggen Mitrapersada. Tidak terdapat pengaruh brand attitude sebagai variabel mediasi pengaruh brand image terhadap brand loyalty nasabah PT. BPR Mranggen Mitrapersada. Terdapat pengaruh brand attitude sebagai variabel mediasi pengaruh perceived quality terhadap brand loyalty nasabah PT. BPR Mranggen Mitrapersada.

The purpose of this study was to analyze the effect of brand image on brand loyalty at PT. BPR Mranggen Mitrapersada, to analyze the effect of brand image on brand attitude in PT. BPR Mranggen Mitrapersada, to analyze the effect of perceived quality on brand attitude in PT. BPR Mranggen Mitrapersada, to analyze the effect of perceived quality in increasing brand loyalty at PT. BPR Mranggen Mitrapersada. And to analyze the effect of brand attitude as a mediating variable on the effect of brand image and perceived quality on customer brand loyalty at PT. BPR Mranggen Mitrapersada. The results of the analysis of this study are there is an effect of brand image on the brand attitude of customers of PT. BPR Mranggen Mitrapersada. There is an effect of brand image on customer brand loyalty of PT. BPR Mranggen Mitrapersada. There is an effect of perceived quality on the brand attitude of customers of PT. BPR Mranggen Mitrapersada. There is a perceived quality influence on customer brand loyalty of PT. BPR Mranggen Mitrapersada. There is no influence of brand attitude as a mediating variable of the effect of brand image on customer brand loyalty. BPR Mranggen Mitrapersada. There is an effect of brand attitude as a mediating variable, the effect of perceived quality on customer brand loyalty at PT. BPR Mranggen Mitrapersada.