The Effect of Brand Image and Product Quality on Customer Loyalty with Purchasing Decisions as An Intervening Variable

Authors

  • Putri Sari Dewi Universitas Mercu Buana, Indonesia
  • Catur Widayati Universitas Mercu Buana

DOI:

https://doi.org/10.55324/josr.v3i2.1957

Keywords:

Brand Image, Product Quality, Purchase Decision, Customer Loyalty

Abstract

This research aims to analyze the role of Brand Image and Product Quality on Customer Loyalty with purchasing decisions as an intervening variable with research on Quaker cereal customers in Jabodetabek. This research uses a marketing management theory approach and consumer behavior theory. The population of this research is people who have purchased and consumed Quaker instant cereal products who live in the Jabodetabek area with a sample of 240 respondents. Data analysis method using Structural Equation Model-Partial Least Square (SEM PLS). The research results show that brand image does not have a significant effect on purchasing decisions for Quaker products. Brand image does not have a significant effect on customer loyalty through purchasing decisions on Quaker products. Product quality has a significant effect on customers loyalty through purchasing decisions on Quaker products.

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Published

2024-01-28

Issue

Vol. 3 No. 2 (2024): Journal of Social Research

Section

Articles

License

Copyright (c) 2024 Putri Sari Dewi, Catur Widayati

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
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