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description Journal article public Media Ekonomi dan Manajemen

Pengaruh Ekuitas Merek dan Promosi Penjualan terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian

Diansyah Diansyah, Rachmat Meidian Putera
Published 2017

Abstract

The aim of this study on the Influence of brand equity and sales promotion on customer loyalty in the mediation purchase decision in the user cellular operator telkomsel in among university students 17 August 1945 Jakart. The sampling method by using non-probability sampling of 220 people.Methods of data analysis using Structural Equation Modeling-Partial Least Square (PLS-SEM) with software version 3.Stages Smart PLS PLS calculation using the two models namely Measurement Model (Outer Model) and Testing Structural Model (Inner Model).The results of this study the brand equity have an influence positively and significantly related to customer loyalty, sales promotion does not have any impact on customer loyalty, purchase decision have an influence on customerloyalty in a positive and significant, brand equity has no effect on customer purchase decision, sales promotion has the effect to purchase decision positively and significantly, brand equity has no effect on customer loyalty through purchase decision, sales promotion has a positive and significant impact on customer loyalty through purchase decision

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  • visibility 431 views
  • get_app 1048 downloads