PENGARUH BRAND INNOVATIVENESS TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH PERCEIVED QUALITY Abstraksi / Abstracts:
The research aimed to analyze brand innovativeness, perceived quality, and brand loyalty. The data obtained from questionnaires which have been shared by typeform.com to 197 people who use smartphone like Samsung and Iphone. The sampling technique is non-probability sampling. This research used analysis technique is SEM (Structural Equation Modelling).This research results showed that: 1) brand innovativeness has positive effect on perceived quality, 2) perceived quality has positive effect on brand loyalty, 3) brand innovativeness has effect on brand loyalty, and mediated by perceived quality.
Kata Kunci / Keywords:
Brand Innovativeness, Perceived Quality, and Brand Loyalty
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