Research Article
The Effect of Perceived Quality, Brand Awareness, and Brand Association in Building Brand Loyalty Among Young Consumers
@INPROCEEDINGS{10.4108/eai.13-9-2023.2341053, author={Nyimas Latifah Azzahra and Angga Febrian and Dafa Rafif Pratama and Arif Ainun Na‘im and M. Wildhan AR Mawardi}, title={The Effect of Perceived Quality, Brand Awareness, and Brand Association in Building Brand Loyalty Among Young Consumers}, proceedings={Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2023}, month={12}, keywords={perceived quality brand awareness brand association brand loyalty young consumers}, doi={10.4108/eai.13-9-2023.2341053} }- Nyimas Latifah Azzahra
Angga Febrian
Dafa Rafif Pratama
Arif Ainun Na‘im
M. Wildhan AR Mawardi
Year: 2023
The Effect of Perceived Quality, Brand Awareness, and Brand Association in Building Brand Loyalty Among Young Consumers
ICEBE
EAI
DOI: 10.4108/eai.13-9-2023.2341053
Abstract
The purpose of this study was to examine the effect of perceived quality, brand awareness, and brand association in creating brand loyalty among consumers. Data from 100 consumers were analyzed quantitatively. Questionnaire survey data were processed using the SmartPLS 4.0 structural equation modeling approach. Empirical results prove that perceived quality has a significant effect on brand awareness, brand association, and brand loyalty. Apart from perceived quality, brand awareness also has a strong influence on building brand loyalty to consumers. Brand awareness and brand loyalty can be achieved by improving the quality of products offered to consumers. However, the findings explain that brand association with luxury brands does not have a positive effect on brand loyalty. Input related to the influence of the relationship between perceived quality, brand awareness, and brand association on brand loyalty among young consumers can help marketers to plan and formulate strategies that can increase young consumers' loyalty to a brand to achieve the goal of creating a sustainable business, especially in industrial markets that target young people as consumers. Empirical findings provide insight into the behavior of young consumers in response to product purchasing activities at a brand.