Pengaruh Persepsi Konsumen Mengenai Kualitas, Loyalitas Merek, Citra Merek Terhadap Ekuitas Merek Terhadap Niat Melakukan Pembelian Kembali

Adiati Hardjanti, Yollanda Dwilova

Abstract


Abstract

The purpose of this study is to examine the influence of perceived quality, brand loyalty, brand image, and brand equity, toward repurchase intentions.

The research design used in this study is hypothesis testing This research used purposive sampling technique and overall of hypotheses tested by structural equation modeling using Amos 7.0 program. Data collected by distributing questionnaires to 121 respondents who have used clinic services in the hospital minimum 3 times within 3 months. The results showed there are some variables that supports the hypothesis, namely brand loyalty, brand image have positive impact on brand equity and brand equity also has positive impact on repurchase intentions; but perceived quality have no positive impact on brand equity, suggestions for future research are to add amount of variable and respondent.

Keywords: perceived quality, brand loyalty, brand image


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