ANALISIS PENGARUH BRAND ATTITUDE DAN BRAND QUALITY TERHADAP BRAND VALUE DAN BRAND LOYALTY PADA SMARTPHONE SAMSUNG DI SURABAYA

Abstract

The purpose of the research was to determine the effect of Brand Attitude, Brand Quality on Brand Value and Brand Loyalty on Samsung smartphone products. The research was conducted using a quantitative approach with the number of samples analyzed, namely 150 Samsung smartphone users in Surabaya. Data collection techniques were carried out using questionnaires and partial least squares analysis as data analysis techniques. The results showed that 1) Brand Attitude has a significant effect on Brand Value, 2) Brand Attitude has a significant effect on Brand Loyalty, 3) Brand Quality has a significant effect on Brand Value, 4) Brand Quality has a significant effect on Brand Loyalty, and 5) Brand Value has a significant effect significantly significant to Brand Loyalty.