Pengaruh Brand Awareness, Perceived Quality, Dan Brand Association Terhadap Brand Loyalty Smartphone Xiaomi (Studi Empiris Mahasiswa Universitas Muhammadiyah Surakarta Pengguna Smartphone Xiaomi)

This study aims to analyze the influence of Brand Awareness, Perceived quality, and Brand Assocition on Xiaomi Smartphone Brand Loyalty. The population in this study were Xiaomi Smartphone users with a sample of 126 respondents. Data collection techniques through the dissemination of questionnaires. Data analysis in this study used Smart PLS version 3.0. The sampling techniques in this study used purposive sampling techniques and the data testing techniques used in this study included an outer model consisting of convergent validity, discriminant validity, composite reliability, cronbach's alpha and multicholinearity tests as well as an inner model consisting of coefficient determination, goodness of fit, effect size test f2, and hypothesis test. The results of this study show that Brand Awareness and Brand Association has a significant effect on Brand Loyalty in Xiaomi Smartphone users, Perceived quality does not have a significant effect on Brand Loyalty in Xiaomi Smartphone user