Authors : Subhan Hasan; Agus Salim

Volume/Issue : Volume 8 - 2023, Issue 8 - August

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/5cypywb3

DOI : https://doi.org/10.5281/zenodo.8296985

Abstract : The primary objective of this study is to investigate and analyze whether there is a relationship between Brand Image and Product Quality that contributes to Customer Loyalty, ultimately leading to the attainment of Competitive Advantage. The research methodology employed is the descriptive quantitative method. In the context of the study's hypotheses: Brand Image is projected to have a positive and noteworthy impact on Customer Loyalty. Product Quality is anticipated to exhibit a favorable and substantial influence on Customer Loyalty. Brand Image is expected to have a constructive and substantial impact on Competitive Advantage. Product Quality is hypothesized to lack a constructive and substantial impact on Competitive Advantage. Customer Loyalty is predicted to yield a favorable and meaningful contribution to Competitive Advantage. Brand Image is envisaged to influence Competitive Advantage through the mediating role of Customer Loyalty. Product Quality is anticipated to influence Competitive Advantage through the mediating role of Customer Loyalty. The study aims to uncover insights into the interplay between brand image, product quality, customer loyalty, and competitive advantage.

Keywords : Brand Image, Product Quality, Customer Loyalty, Competitive Advantage.