ANALISIS PENGARUH EVALUASI MEREK , INOVASI, DAN KESADARAN MEREK TERHADAP LOYALITAS MEREK (Studi pada Produk Luwak White Koffie di Kota Semarang)

Abstract

This research aims at finding out factors influencing brand loyalty of Luwak White Koffie. This is due to the fact that there is a decrease in terms of brand rate, a decrease of advertising rate on customer remembrance, and customer's complaint. The factors include brand evaluation, innovation, brand awareness, perceived quality, and trust. The population of this research is all customers of Luwak White Koffie. This research uses insidental sampling techniques, with a number of 130 respondents and seven hypotheses. To test the hypothes, this research uses Structural Equation Model of Analysis. The result shows that brand evaluation influences brand loyalty positively, brand evaluation has positive influence on perceived quality, innovation has positive impact on perceived quality, brand awareness has positive impact on brand loyalty, brand awareness has positive impact on perceived quality, perceived quality has positive impact on trust, and trust has positive impact on brand loyalty.