Pengaruh Persepsi Kualitas Dan Kesadaran Merek Terhadap Loyalitas Merek Dengan Citra Merek Sebagai Variabel Mediasi Pada Pengguna Motor Vario Di Kota Surakarta

This study aims to determine the effect of perceived quality and brand awareness on brand loyalty with brand image as a mediating variable. The sample used in this study were 80 respondents who were Honda Vario users in Surakarta. Purposive Sampling was used as a sampling technique. Partial Least Square (PLS) analysis method was used as an analytical method to determine the effect of the variables involved. The results of this study indicate that (1) perceived quality has a positive and significant effect on brand loyalty (2) brand awareness has a positive and significant effect on brand loyalty (3) perceived quality has a positive and significant effect on brand image (4) brand awareness has a positive and significant effect on brand image (5) brand image has a positive and significant effect on brand loyalty (6) perception of quality has a positive and significant effect on brand loyalty with brand image as a mediating variable (7) Brand Awareness has a positive and significant effect on brand loyalty with brand image as a variable mediatio