Pengaruh Brand Awareness Terhadap Purchase Intention Dimediasi Oleh Perceived Quality dan Brand Loyalty (Studi Pada Konsumen Sepatu Merek Converse Kota Malang)

Abstract

Abstract

The purpose of this study was to determine the effect of brand awareness on purchase intention with perceived quality and brand loyalty as mediating variables. The research sample is 100 respondents of Converse brand shoes Malang City. The method of data collection was done by distributing questionnaires in the google form randomly. While the data analysis technique uses path analysis. The results show that Brand Awareness has a direct effect on Perceived Quality. Brand Awareness directly affects Brand Loyalty. Perceived Quality has a direct effect on Brand Loyalty. Brand Awareness has a direct effect on Purchase Intention. Perceived Quality has a direct effect on Purchase Intention. Brand Loyalty has a direct effect on Purchase Intention. Brand Awareness directly affects Purchase Intention through Perceived Quality. Brand Awareness directly affects Purchase Intention through Brand Loyalty. Brand Awareness does not directly affect Purchase Intention through Perceived Quality and Brand Loyalty.

 

Keywords : Brand Awareness, Perceived Quality, Brand Loyalty and Purchase Intention