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The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty, The Rule of Customer Satisfaction as a Mediating Variable

Hendra Pratama ()
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Hendra Pratama: Master of Management, Universitas Atma Jaya Yogyakarta, Indonesia Author-2-Name: Budi Suprapto Author-2-Workplace-Name: Universitas Atma Jaya Yogyakarta, Indonesia

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: "Objective – This study was conducted to determine the effect of brand image, price and awareness toward brand loyalty through customer satisfaction. In this study, 260 questionnaires were distributed to Samsung smartphone holders. Methodology/Technique – This research was conducted in Indonesia with the object of the research being the Samsung brands in relation to smartphones. The criteria of the respondents used was consumers who have used Samsung smartphones at least twice. In this study, as many as 260 questionnaires were distributed. Findings – The results use multiple linear regression analysis, indicating that brand image and brand awareness significantly effect brand loyalty, while price does not have a significant effect on brand loyalty. Further, brand image significantly effects customer satisfaction. The study also found that customer satisfaction mediates the effect of brand image on brand loyalty. Novelty – The study uses original data to identify influences on brand loyalty."

Keywords: Brand Awareness; Brand Image; Brand Loyalty; Customer Satisfaction; Price. (search for similar items in EconPapers)
JEL-codes: L11 L15 M30 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-sea
Date: 2017-04-12
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Published in Global Journal of Business and Social Science Review, Volume 5, Issue 2.

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