Analisis Pengaruh Brand Loyalty, Perceived Quality, Brand Awareness dan Brand Association Terhadap Revisit Intention dengan Variabel Perceived Value Sebagai Variabel Intervening

Heryanto, Heryanto (2010) Analisis Pengaruh Brand Loyalty, Perceived Quality, Brand Awareness dan Brand Association Terhadap Revisit Intention dengan Variabel Perceived Value Sebagai Variabel Intervening. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This study aims is to analyze the influence of brand loyalty, perceived quality, brand awareness, and brand association to perceived value. In addition, this study also analyzes the influence of brand loyalty, perceived quality, brand awareness, brand association, and the perceived value to revisit intention. Statistical methods used to test the research hypothesis is multiple regression method. Independent variables are brand loyalty, perceived quality, brand awareness, and brand association, the dependent variable is revisit intention and perceived value as an intervening variable. The data used in this study are primary data collected through the distribution of a questionnaire study with purposive sampling method, especially judgement sampling. Research sample consisted of 98 respondents from the hotel guests who have been stayed a night in one hotel in Batam. The results showed that brand loyalty and brand association have an influence on perceived value. In contrast, perceived quality and brand awareness have not influence on perceived value. In addition, research results also show that brand loyalty, perceived quality, and perceived value have an influence on revisit intention. Instead, brand awareness and brand association have no influence on revisit intention. Keyword: Brand Loyalty, Perceived Quality, Brand Awareness, Brand Association, Perceived Value, Revisit Intention.

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