ANALISIS PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP NILAI PELANGGAN MOBIL MEREK TOYOTA

Abstract

Consumers will always consider any benefits they would receive or costs they dd hove to pay when they wbnt to buy a product. This critical consideration happen frc information dissemination that using informstion technologt has made them to ue careful when they received product offers. In this situation, product quality is l' depend on the consumer's iudgement or the value that expected by customer' producer must give strong consideration on customervalue (Eka, 2001) h value would be created through brand, process and service (Kertajaya, 1994 in t e95). The sndy was aimed to find the significant impact of brand awareness, quality and brand loyalty on customer value. The survey method was employed in odr. The respondents would ones who have car on their own and used it for at aE )'eor All items in this survey were adopted.from several scholars in Baldauf et ! 1. Linear regression analysis wqs used to test the hypothesized model statistically the extent to which the proposed model is consistent with the sample data' Tfu sndy results showed that all variables have significant efect to customer i*,pthesis tests has showed that brand loyalty has the biggest (i3'5o/o) effect on rulue which followed by quality perception (32.1%r) and brand awareness h could be conclude that all independent variable partially has significant fr cltstomer value. F test also showed a significant value (34.794). It seemed raearch showed vary good results where the sample data has signifcant support model. The study results could be taken into account to determine any fut link the all variables which were have taken into account.