Abstract
The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty and brand equity. This research is in the form of associative and carried out on consumers of Samsung Galaxy mobile phones. The sample in this study amounted to 112 people taken using purposive sampling sampling technique, namely the technique of determining the sample with certain considerations that are considered to represent the population. Data analysis techniques are carried out using Structural Equation Modeling (SEM) with the AMOS 16.00 program. The results of this study indicate that all hypotheses are accepted. Perceived quality and brand image have a positive and significant effect on brand equity. This means that good perceived quality and brand image will form a good brand equity for the company. Perceived quality and brand image have a positive and significant effect on brand loyalty. When the perceived quality of consumers towards good brands and the resulting brand image is good, consumers will develop brand loyalty. Then brand loyalty has a positive and significant effect on brand equity. With the brand loyalty of consumers it will add to the positive value that the brand has and will add to the brand equity of the brand and company.
Highlights
The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty and brand equity
This research is in the form of associative and carried out on consumers of Samsung Galaxy mobile phones
The sample in this study amounted to 112 people taken using purposive sampling sampling technique, namely the technique of determining the sample with certain considerations that are considered to represent the population
Summary
Hasilnya mayoritas responden menggunakan handphone Samsung Galaxy dan beberapa diantaranya berpindah ke smartphone Android lainnya. Mahsa Pishdar et al (2014) menyatakan bahwa perceived quality memiliki pengaruh langsung terhadap brand equity.Hal ini diperkuat juga oleh hasil penelitian dari Adi Putra (2012) dan Ravi Shekhar et al (2013) yang menyebutkan bahwa persepsi kualitas memiliki hubungan yang positif terhadap ekuitas merek. Penelitian yang dilakukan pada sektor telekomunikasi nirkabel Pakistan menyatakan bahwa brand image memiliki pengaruh positif dan signifikan terhadap brand loyalty.Dengan mengacu pada kepuasan dan loyalitas, penting bagi perusahaan untuk menentukan kepuasan pelanggan dalam rangka untuk memeriksa produk atau layanan gambar mereka, kinerja dan apakah pelanggan yang puas mereka bersedia untuk menyarankan produk mereka kepada orang lain selain memiliki maksud untuk pembelian produk atau layanan di masa depan (Rashid et al 2013). Perceived Quality Brand Image Brand Loyalty Brand Equity Sumber:Data diolah, 2018
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