The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty: The Rule of Customer Satisfaction as a Mediating Variable
Year: 2017
Type: article
Study design: Observational Study
Abstract: Objective - This study was conducted to determine the effect of brand image, price and awareness toward brand loyalty through customer satisfaction. In this study, 260 questionnaires were distributed to Samsung smartphone holders. Methodology/Technique - This research was conducted in Indonesia with the object of the research being the Samsung brands in relation to smartphones. The criteria of the respondents used was consumers who have used Samsung smartphones at least twice. In this study, as many as 260 questionnaires were distributed. Findings - The results use multiple linear regression analysis, indicating that brand image and brand awareness significantly effect brand loyalty, while price does not have a significant effect on brand loyalty. Further, brand image significantly effects customer satisfaction. The study also found that customer satisfaction mediates the effect of brand image on brand loyalty. Novelty - The study uses original data to identify influences on brand loyalty. Type of Paper - Empirical Keywords: Brand Awareness; Brand Image; Brand Loyalty; Customer Satisfaction; Price.
Authors: Hendra Pratama, Budi Suprapto
Institution: Atma Jaya University Yogyakarta
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2790722340