Work

Pengaruh Brand Equity, Kepedulian Merek dan Personalitas Brand Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening: Studi pada Konsumen Kopi Kenangan Sidoarjo

Year: 2024

Type: article

Abstract: This research aims to determine and analyze the influence of brand equity in the Kopi Kenangan brand on customer loyalty. The method used in this research uses a qualitative method which uses an approach that collects, analyzes and interprets data in the form of numbers or measurable data. With the findings that have been investigated through the process starting from the data collection stage, the data processing process, until reaching the data analysis stage, researchers can conclude that brand equity partially has an insignificant and positive influence on loyalty.

Source: Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah

DOI: 10.47467/alkharaj.v6i10.2987

Authors: Ariiq Elmo Lavansa, Nurul Azizah

Institution: University of Pembangunan Nasional Veteran Jawa Timur

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4403078728

FWCI: 0.472

Cites:

Cited by: 1

Related to: 10