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The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty, The Rule of Customer Satisfaction as a Mediating Variable

Author

Listed:
  • Hendra Pratama

    (Master of Management, Universitas Atma Jaya Yogyakarta, Indonesia Author-2-Name: Budi Suprapto Author-2-Workplace-Name: Universitas Atma Jaya Yogyakarta, Indonesia)

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."

Suggested Citation

  • Hendra Pratama, 2017. "The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty, The Rule of Customer Satisfaction as a Mediating Variable," GATR Journals gjbssr469, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr469
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    References listed on IDEAS

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    1. Yu-Te Tu & Hsiao-Chien Chang, 2012. "Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan," Journal of Social and Development Sciences, AMH International, vol. 3(1), pages 24-32.
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    Cited by:

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    More about this item

    Keywords

    Brand Awareness; Brand Image; Brand Loyalty; Customer Satisfaction; Price.;
    All these keywords.

    JEL classification:

    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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