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MEDIASI BRAND LOYALTY PADA BRAND IMAGE, BRAND PERSONALITY, BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION (TRAVEL AGENT KONVENSIONAL DI JAKARTA)
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The Aim of this study is to explore and to test empirically the mediating effect of brand loyalty on the brand image, brand personality, brand awareness and perceived quality to repurchase intention.
Research methodology: 310 customers of 10 travel agent conventional in Jakarta as participants, 32 items statement designed as the questioners in this research. The questioners sources are: brand image measured by 3 indicators Biel (1993 ); brand personality measured by 4 dimensions Su.J and Chang. A ( 2018 ); brand awareness measured by 6 indicators Keller (1993); perceived quality using 4 indicators of Hellier et.,al (2003); brand loyalty measured by Assael (1992) and Samuelsen and Sanvik (1997); and repurchase intention measured with 3 indicators from Kaveh (2012) and Basrah and Samuel (2012). There are 13 hypotheses tested by Partial Least Square.
Result: The research found that there are some positive effect of brand personality, brand awareness, perceive quality on brand loyalty and repurchase intention; brand awareness, brand personality and perceived quality on repurchase intention mediated by brand loyalty. On the other hand, there aren’t any positive effect of brand image on brand loyalty dan repurchase intention, as well as mediating effect of brand loyalty from brand image to repurchase intention.
Managerial Implication: Travel agents conventional should maintain brand loyalty and develop customer repurchase intention with regard to the role of brand and quality of service behaviour.
Originality: The model used is to develop a model and has produced a new insights novelty on perceived quality in services industry, especially travel agents conventional, because there was no previous research that combined the role of brand loyalty as mediation of perceived quality to repurchase intention.
Key words: brand image, brand personality, brand awareness, perceived quality, brand loyalty, repurchase intention, travel agent konvensional
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electronic file
Universitas Trisakti
2020
Jakarta
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