Did Brand Perceived Quality, Image Product And Place Convenience Influence Customer Loyalty Through Unique Value Proposition?

Authors

  • Bakri
  • Ika Yulistiana
  • Roro VemmiKesuma Dewi
  • Nurjaya
  • Mahnun Mas'adi
  • Denok Sunarsi
  • Iljasmadi
  • Heri Erlangga

Keywords:

Brand Perceived Quality,Brand Image Product,Confidience of Place,Unique Value Preposisition,Customer Loyalty

Abstract

The purpose of this study was to examine and analyze the effect of brand perceived quality on unique value prepositions, to test and analyze the effect of product brand image on unique value prepositions, to test and analyze the effect of confidence of place on unique value prepositions, to test and analyze the effect of unique value preposition to customer loyalty. This research is a quantitative research  with descriptive statistics. The approach used is the survey method. In this study, the respondents were 243 consumers of SMEs products in Tangerang  City.  Data collection in this study was carried out by means of questionnaires and interviews. Based on the calculation, it can be concluded that brand perceived quality is positive and significant. affect unique value preparation, product brand image positively and significantly affect unique value preparation, confidence of place has a positive and significant effect on unique value preposition, value preposition has a positive and significant effect on customer loyalty.

Downloads

Download data is not yet available.

References

Aurier, P. and Séré de Lanauze, G. (2012), "Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector", European Journal of Marketing, Vol. 46 No. 11/12, pp. 1602- 1627. https://doi.org/10.1108/03090561211260004

Bibby, D.N. (2009), "Brand image, equity, and sports sponsorship", Woodside, A.G., Megehee, C.M. and Ogle, A. (Ed.) Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research (Advances in Culture, Tourism and Hospitality Research, Vol. 3), Emerald Group Publishing Limited, Bingley, pp. 21-99. https://doi.org/10.1108/S1871- 3173(2009)0000003006

Cretu, A.E. and Brodie, R.J. (2009), "Chapter 7 Brand image, corporate reputation, and customer value", Glynn, M.S. and Woodside, A.G. (Ed.) Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises (Advances in Business Marketing and Purchasing, Vol. 15), Emerald Group Publishing Limited,

Bingley, pp. 263-387. https://doi.org/10.1108/S1069-0964(2009)0000015011

DelVecchio, D. and Puligadda, S. (2012), "The effects of lower prices on perceptions of brand quality: a choice task perspective", Journal of Product & Brand Management, Vol. 21 No. 6, pp. 465-

https://doi.org/10.1108/10610421211264946

Duffy, D.L. (2003), "Internal and external factors which affect customer loyalty", Journal of Consumer Marketing, Vol. 20 No. 5, pp. 480- 485. https://doi.org/10.1108/07363760310489715

Hapsari, Pradnya Paramita & Abdul Hakim, Saleh Soeaidy. (2014). “PengaruhPertumbuhan Usaha Kecil Menengah (UKM) terhadapPertumbuhanEkonomi Daerah (Studi di Pemerintah Kota Batu)”,

JurnalAdministrasiPublik, Vol. 17, No. 2

Han, J.-W. and Kwon, H.H. (2009), "The mediating effect of perceived quality between extrinsic cues and perceived value in ski products", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 4, pp. 18- 32. https://doi.org/10.1108/IJSMS-10-04 2009-B003

Jeong, E. and Jang, S.(S). (2017), "Heuristic evaluation of healthy menus: examining the effect of brand image congruity", International Journal of Contemporary Hospitality Management, Vol. 29 No. 10, pp. 2514-

https://doi.org/10.1108/IJCHM-11-2015-0633

Jraisat, L.E., Akroush, M.N., Alfaouri, R.J., Qatu, L.T. and Kurdieh, D.J. (2015), "Perceived brand salience and destination brand loyalty from international tourists’ perspectives: the case of Dead Sea destination, Jordan", International Journal of Culture, Tourism and Hospitality Research, Vol. 9 No. 3, pp. 292- 315. https://doi.org/10.1108/IJCTHR-01-2015-0001

Li, Y., Teng, W., Liao, T.-T. and Lin, T.M.Y. (2020), "Exploration of patriotic brand image: its antecedents and impacts on purchase intentions", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of- print. https://doi.org/10.1108/APJML-11-2019-0660

Müge Arslan, F. and Korkut Altuna, O. (2010), "The effect of brand extensions on product brand image", Journal of Product & Brand Management, Vol. 19 No. 3, pp. 170-180. https://doi.org/10.1108/10610421011046157

Nath Sanyal, S. and Datta, S.K. (2011), "The effect of perceived quality on brand equity: an empirical study on generic drugs", Asia Pacific Journal of Marketing and Logistics, Vol. 23 No. 5, pp. 604-625. https://doi.org/10.1108/13555851111183057

Pyun, D.Y., Kwon, H.H. and Lee, C.-W. (2011), "The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 1, pp. 18-32. https://doi.org/10.1108/IJSMS-13-01-2011-

B003

Rowley, J. (2005), "The four Cs of customer loyalty", Marketing Intelligence & Planning, Vol. 23 No. 6, pp. 574-581. https://doi.org/10.1108/02634500510624138

Southworth, S.(. and Kim, M. (2015), "Perceived Quality of Asian Brands by U.S. Consumers: Case of Cosmetic Brand Using Age as a Moderator", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, pp. 235-253. https://doi.org/10.1108/S1474- 797920150000026011

Sasmita, J. and Mohd Suki, N. (2015), "Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image", International Journal of Retail & Distribution Management, Vol. 43 No. 3, pp. 276-292. https://doi.org/10.1108/IJRDM-02-2014-0024

Story, J. and Sue Loroz, P. (2005), "Technological congruence and perceived quality of brand extensions", Journal of Product & Brand Management, Vol. 14 No. 7, pp. 438-447. https://doi.org/10.1108/10610420510633387

Vera, J. (2015), "Perceived brand quality as a way to superior customer perceived value crossing by moderating effects", Journal of Product & Brand Management,

Vol. 24 No. 2, pp. 147-156. https://doi.org/10.1108/JPBM-04-2014-0551

Woo, H. (2019), "The expanded halo model of brand image, country image and product image in the context of three Asian countries", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 4, pp. 773-790. https://doi.org/10.1108/APJML- 05-2018-0173

Downloads

Published

2021-02-28

How to Cite

Bakri, Yulistiana, I. ., Dewi, R. V. ., Nurjaya, Mas’adi, M. ., Sunarsi, D. ., Iljasmadi, & Erlangga, H. . (2021). Did Brand Perceived Quality, Image Product And Place Convenience Influence Customer Loyalty Through Unique Value Proposition?. The Journal of Contemporary Issues in Business and Government, 27(1), 2845–2867. Retrieved from https://cibgp.com/au/index.php/1323-6903/article/view/756

Issue

Vol. 27 No. 1 (2021): The journal of contemporary issues in business and government

Section

Articles

License

You are free to:

  1. Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  2. Adapt — remix, transform, and build upon the material for any purpose, even commercially.
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.