ANALISIS MODEL CUSTOMER BASED BRAND EQUITY (CBBE) PADA INDUSTRI PARIWISATA BAHARI DI KOTA SABANG

Fuadi Fuadi

Abstrak


Abstract: The reseach aims to analyze the influence of brand salience, perceived quality, brand image to brand loyalty and brand equity in tourism industry at Sabang island. The data have collected using accidental sampling of 99 domestic tourist who is visiting Kota Sabang. The data was analyzed using multiple linear regression model by utilizing SPSS software. Mediating effect was predicted using Preacher & Hayes approach. It was found that brand salience, perceived quality, and brand image influenced brand loyalty significantly. The influence of brand salience toward brand loyalty was mediated by perceived quality as well as brand image.

 

Keyword :    Brand Loyalty, Merek Salience, Perceived Quality, Brand Image, Brand Equity


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DOI: http://dx.doi.org/10.30811/.v17i1.360

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