The Impact of Brand Awareness, Brand Association, and Perceived Quality towards Brand Loyalty (A case study of New Product)

Abstract

This study examines the effects of brand awareness, brand association, and perceived quality towards brand loyalty of new development products. A total of 30 respondents were given an online questionnaire related to food brand equity (A case study new development product: Yobrow). Linear regression and multiple regression tests were used to test the data and infer the results. Data were analyzed using SPSS software. The results show that perceived quality leads to brand loyalty, brand awareness, brand association and simultaneously impacts brand loyalty. In the context of perceived quality, the consumer will evaluate the product's perceived quality. Perceive quality can give subjective judgment to a consumer's mind. The good quality of the product will increase brand loyalty product.