Authors :
Irham Abdul Azis; Mudji Sabar
Volume/Issue :
Volume 7 - 2022, Issue 7 - July
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3KhuKbp
DOI :
https://doi.org/10.5281/zenodo.7017913
Abstract :
This study aims to examine the effect of brand
awareness, brand association, and perceived quality on
consumer loyalty by using satisfaction as a connecting
factor. The sample used is 256 users of the e-learning
platform with various demographic backgrounds. The
results of the study show that there is a positive and
significant influence between brand awareness on
consumer satisfaction, perceived quality on consumer
satisfaction, brand awareness on consumer loyalty, brand
association on consumer loyalty, and consumer
satisfaction on consumer loyalty. This study also shows
that brand association has a negative effect on consumer
satisfaction. While perceived quality shows that there is no
positive and significant effect between Perceived Quality
and consumer loyalty statistically.
Keywords :
Brand Awareness, Brand Association, Perceived Quality, Consumer Satisfaction, Consumer Loyalty.
This study aims to examine the effect of brand
awareness, brand association, and perceived quality on
consumer loyalty by using satisfaction as a connecting
factor. The sample used is 256 users of the e-learning
platform with various demographic backgrounds. The
results of the study show that there is a positive and
significant influence between brand awareness on
consumer satisfaction, perceived quality on consumer
satisfaction, brand awareness on consumer loyalty, brand
association on consumer loyalty, and consumer
satisfaction on consumer loyalty. This study also shows
that brand association has a negative effect on consumer
satisfaction. While perceived quality shows that there is no
positive and significant effect between Perceived Quality
and consumer loyalty statistically.
Keywords :
Brand Awareness, Brand Association, Perceived Quality, Consumer Satisfaction, Consumer Loyalty.
