PENGARUH PERCEIVED QUALITY, BRAND AWARESNESS, DAN BRAND LOYALTY TERHADAP MEREK COCA-COLA DI SURABAYA

  • Richard Armanda Chonie Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Brand Equity, Brand Awareness, Perceived Quality, Brand Loyalty

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh perceived quality, brand awareness, dan brand loyalty terhadap overall brand equity merek Coca-Cola di Surabaya. Pengolahan data dilakukan dengan menggunakan SPSS 18 for Windows dan Amos Graphics 21 for Windows. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 150 responden yang memenuhi karakteristik populasi yang telah ditentukan dan diperoleh dari penyebaran kuesioner secara online. Hasil penelitian ini menunjukkan adanya pengaruh positif perceived quality terhadap brand loyalty, pengaruh positif brand awareness terhadap brand loyalty, dan pengaruh positif brand loyalty terhadap overall brand equity.

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Published
2017-09-01
Issue
Vol. 6 No. 2 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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