BRAND AWARENESS, PERCEIVED VALUE, ORGANIZATIONAL ASSOCIATION DAN BRAND UNIQUENESS SEBAGAI PREDIKTOR TERHADAP BRAND LOYALTY PADA KONSUMEN “F”

Tommy Setiawan  Ruslim; Kathrin  Wijaya; Tessa  Handra

doi:10.46306/volatility.v1i1.29

Authors

Tommy Setiawan Ruslim Universitas Tarumanagara
Kathrin Wijaya Universitas Tarumanagara
Tessa Handra Universitas Multimedia Nusantara

DOI:

https://doi.org/10.46306/volatility.v1i1.29

Keywords:

Awareness, Value, Association, Uniqueness, Loyalty

Abstract

Fast fashion is very popular by young people because of its affordable price. But the tight competition and the uncertain economic situation, made a number of brands also experience problems. This study aims to test brand awareness, perceived value, organization association, brand uniqueness as predictors of brand loyalty. Data analysis was carried out using PLS-SEM, the sample was selected using a convenience sampling method totaling 163 respondents. The results of this study are brand awareness, perceived value and brand uniqueness can predict positively and significantly brand loyalty, while organization associations cannot predict brand loyalty

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