PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN PRODUCT QUALITY TERHADAP BRAND LOYALTY FUJI XEROX

Abstract

This research aimed to evaluate other variables that affect Brand Loyalty of PT Astra Graphia, Tbk customers, branch Surabaya toward multifunction machine of Fuji Xerox. Brand Image, Brand Awareness and Product Quality were free variables in this research. The population of this reseach used all individually customers company who have bought and used multifunction machine of Fuji Xerox. While, the research sample was 62 customers of PT Astra Graphia, Tbk, branch Surabaya. Then the sampling technique was purposive sampling and calculated using Arikunto formula. Moreover, based on the characteristic of data research, the instrument used multiple linear regressions analysis with SPSS 23 version. From the research result, it showed that Brand Image and Product Quality didn’t have significantly effect and positive way toward Brand Loyalty. On the other hand, Brand Awareness had significantly effect and positive way toward Brand Loyalty. In short, Brand Image simultaneously with Brand Awareness, and Product Quality, however, had significantly effect and positive way toward Brand Loyalty.
Keywords: brand image, brand awareness, product quality, brand loyalty.