PENGARUH BRAND AWARENESS DAN BRAND ASSOCIATION TERHADAP BRAND LOYALTY PADA FORE COFFEE KOTA MALANG

Chisilia Forentina, Dadang Krisdianto, Ratna Nikin Harda

Sari


ABSTRAK
Penelitian ini bertujuan untuk mengetahui secara parsial dan simultan pengaruh brand awareness dan brand
association terhadap brand loyalty. Jenis penelitian adalah kuantitatif. Teknik pengumpulan data menggunakan
kuesioner, observasi dan dokumentasi. Jumlah sampel yang digunakan 100 responden yang diolah menggunakan
IBM SPSS 27. Hasil penelitian ini menunjukkan bahwa variabel brand awareness (X1
) berpengaruh signifikan
terhadap brand loyalty (Y) dengan nilai thitung
> ttabel
(4.559 > 1.985) dan nilai signifikansi 0.000 < 0.05. Brand
association (X2
) berpengaruh signifikan terhadap brand loyalty (Y) dengan nilai thitung
> ttabel
(7.831 > 1.985) dan
nilai signifikansi 0.000 < 0.05. Hasil uji F menunjukkan bahwa variabel brand awareness dan brand association
berpengaruh secara simultan terhadap brand loyalty dengan perolehan Fhitung
> Ftabel
yaitu 136.284 > 3.09 dan Sig. F
0.000 < 0.05. Hasil uji koefisien determinasi menunjukkan bahwa variabel brand loyalty (Y) dipengaruhi 73.2%
oleh variabel brand awareness dan brand association. Sedangkan sisanya 26.8% dipengaruhi oleh variabel-variabel
lain yang tidak diteliti dalam penelitian ini.
Kata kunci: brand awareness, brand association, dan brand loyalty

ABSTRACT
This study aims to determine the influence partially and simultaneously of brand awareness and brand
association on brand loyalty. This type of research is quantitative. Data collection techniques using questionnaires,
observation, and documentation. The number of samples of this study were 100 respondent where processed using
IBM SPSS 27. The results of this study indicate that the brand awareness (X1
) variable has a significant effect on
brand loyalty with a tcount
> ttable
test is (4.559 > 1.985) and a significant level of 0.000 < 0.05. Brand association
(X2
) variable has a significant effect on brand loyalty with a tcount
> ttable
test is (7.831 > 1.985) and a significant
level of 0.000 < 0.05. The F test results show that the variables of brand awareness and brand association have a
simultaneous effect on brand loyalty with the acquisition Fcount
> Ftable
, namely 136.284 > 3.09 and Sig. F 0.000 <
0.05. The results of the coefficient of determination test show that the brand loyalty variable is influenced by 73.2%
by brand awareness and brand association. While the remaining 26.8% is influenced by other variables not
examined in this study.

Keywords: brand awareness, brand association, and brand loyalty


Kata Kunci


Kata kunci: brand awareness, brand association, dan brand loyalty

Teks Lengkap:

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Referensi


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