Abstract
This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived quality in fostering customer loyalty, suggesting that Telkomsel’s success in retaining customers is largely attributed to its high service standards. This research contributes to the literature on brand management in the telecommunications sector and offers practical insights for enhancing customer loyalty through strategic improvements in brand perception and service quality.
Bahasa Abstract
Studi ini menginvestigasi pengaruh dari kesadaran merek, citra merek, dan persepsi kualitas terhadap loyalitas pelanggan, dengan fokus pada pengguna Telkomsel di program Bisnis Kreatif di Universitas Indonesia. Dengan menggunakan metodologi penelitian kuantitatif, data dikumpulkan dari 50 responden menggunakan kuesioner terstruktur dan kemudian dianalisis menggunakan SPSS 26. Penelitian ini mengungkapkan bahwa ketiga faktor tersebut—kesadaran merek, citra merek, dan persepsi kualitas—secara positif memengaruhi kepuasan pelanggan, dan secara signifikan meningkatkan loyalitas pelanggan. Secara khusus, kualitas yang dirasakan muncul sebagai faktor paling berpengaruh yang mendorong kepuasan pelanggan, diikuti oleh citra merek dan kesadaran merek. Studi ini menggarisbawahi peran penting kualitas yang dirasakan dalam menumbuhkan loyalitas pelanggan, yang menunjukkan bahwa keberhasilan Telkomsel dalam mempertahankan pelanggan sebagian besar disebabkan oleh standar layanannya yang tinggi. Penelitian ini berkontribusi pada literatur tentang manajemen merek di sektor telekomunikasi dan menawarkan wawasan praktis untuk meningkatkan loyalitas pelanggan melalui peningkatan strategis dalam persepsi merek dan kualitas layanan.
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Recommended Citation
Nadjwa, Antaja; Srivania, Diandra; and Mardhiana, Hasna Rizki
(2024)
"Investigating Brand Awareness, Brand Image, and Perceived Quality on Customer Loyalty,"
Jurnal Vokasi Indonesia: Vol. 12:
No.
2, Article 7.
DOI: 10.7454/jvi.v12i2.1226
Available at:
https://scholarhub.ui.ac.id/jvi/vol12/iss2/7
