Analisis Elemen Brand Equity Terhadap Brand Loyalty Pada Konsumen 2 Produk Fashion Muslim dengan Brand Credibility Sebagai Variabel Intervening Di Solo Raya

Sandy Nur Hasna Sasabilla, Moechammad Nasir

Abstract


Penelitian ini bertujuan menganalisis pengaruh elemen brand equity yang meliputi brand awareness, brand association, dan perceived quality terhadap brand loyalty dengan brand credibility sebagai variabel intervening pada konsumen fashion muslim merek Rabbani dan Zoya di Solo Raya. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan data primer yang dikumpulkan melalui kuesioner daring skala Likert (1–5) kepada 260 responden menggunakan teknik purposive sampling. Analisis data dilakukandenganPartialLeastSquare(PLS) melaluievaluasi outer model, inner model, dan uji hipotesis menggunakan bootstrapping. Hasil penelitian menunjukkan bahwa brand awareness, brand association, dan perceived quality berpengaruh positif dan signifikan terhadap brand credibility, serta secara langsung maupun tidak langsung berpengaruh positif dan signifikan terhadap brand loyalty. Selain itu, brand credibility terbukti berperan sebagai variabel mediasi. Temuan ini menegaskan pentingnya penguatan elemen brand equity dalam meningkatkan kredibilitas merek dan loyalitas konsumen fashion muslim.

Keywords


Brand association, Brand awareness, Brand credibility, Brand loyalty, Perceived quality.

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DOI: https://doi.org/10.17509/ijdb.v5i4.95782

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