PENGARUH BRAND AWARENESS, BRAND IMAGE, BRAND LOVE, PERCEIVED QUALITY TERHADAP BRAND EQUITY MELALUI BRAND LOYALTY PADA KOSUMEN PRODUK MILO DI KOTA SAMARINDA --

ABSTRAK
Penelitian ini bertujuan untuk menganalisa Pengaruh Brand Awareness,
Brand Image, Brand Love, Perceived Quality terhadap Brand Equity melalui
Brand Loyalty pada konsumen produk Milo di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang
diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling
(SEM) dengan software IBM AMOS 23. Penelitian ini menggunakan sampel
sebanyak 168 responden yang diambil dari konsumen Milo di Kota Samarinda.
Skala pengukuran menggunakan skala Likert dengan skor 1 – 5. Dalam
penelitian ini juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan
uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Brand Awareness,
Brand Image, Brand Love, Perceived Quality berpengaruh signifikan terhadap
Brand Loyalty, Brand Awareness dan Brand Loyalty berpengaruh signifikan
terhadap Brand Equity.
Keywords: Brand Awareness, Brand Image, Brand Love, Perceived Quality,
Brand Loyalty, Milo
ABSTRACT
This study aims to analyze the effect of Brand Awareness, Brand Image,
Brand Love, Perceived Quality on Brand Equity through Brand Loyalty for Milo
customers in Samarinda City. This study uses a quantitative approach using path
analysis which is processed with IBM SPSS Statistic 23 software and Structural
Equation Modeling (SEM) with IBM AMOS 23 software. This study used a sample
of 168 respondents taken from Milo Customers in Samarinda City. The
measurement scale uses a Likert scale with a score of 1 - 5. In this study, validity
and reliability tests were also carried out, then estimation tests and structural
model fit tests were carried out.
Based on the structural model, it can be proven that Brand Awareness,
Brand Image, Brand Love, and Perceived Quality has a significant effect on
Brand Loyalty, Brand Awareness and Brand Loyalty has a significant effect on
Brand Equity.
Keywords: Brand Awareness, Brand Image, Brand Love, Perceived Quality,
Brand Loyalty, Milo