Perceived Quality Membentuk Customer Loyalty via Brand Equity pada Pengguna Smartphone Merek Xiaomi di Tangerang Selatan
DOI:
https://doi.org/10.32493/jpkpk.v4i2.9422Keywords:
Perceived Quality, Brand Equity, Customer LoyaltyAbstract
Penelitian ini mencari tahu apakah Perceived Quality berpengaruh terhadap Customer Loyalty melalui Brand Equity pada pengguna smartphone merek Xiaomi di wilayah Tangerang Selatan. Dengan menggunakan pendekatan penelitian kuantitatif dan metode analisis faktor SEM serta alat uji SPSS Amos 23. Objek analisis adalah konsumen “pengguna smartphone merek Xiaomi†di daerah Tangerang Selatan. Desain penelitian yang digunakan adalah single cross sectional, dengan jumlah sampel sebanyak 150 responden.
Hasil menunjukkan bahwa perceived quality berpengaruh signifikan terhadap brand equity pada smartphone merek Xiaomi di wilayah Tangerang Selatan dengan koefisien regresi sebesar 0.882 dan nilai critical ratio 6.891. Brand equity berpengaruh signifikan terhadap customer loyaty pada smartphone merek Xiaomi di wilayah Tangerang Selatan dengan koefisien regresi sebesar 0.612 dan nilai critical ratio sebesar 5.696. Perceived quality secara langsung tidak berpengaruh signifikan terhadap customer loyalty pada smartphone merek Xiaomi di wilayah Tangerang Selatan dengan koefisien regresi sebesar 0.043 dan nilai critical ratio sebesar 0.385. Pengaruh tidak langsung perceived quality terhadap customer loyalty > pengaruh secara langsung perceived quality terhadap customer loyalty sebesar 0.482 > 0.043, diartikan bahwa brand equity memediasi antara perceived quality dengan customer loyalty pada smartphone merek Xiaomi di wilayah Tangerang Selatan
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