Pengaruh Brand Awareness, Brand Association dan Perceived Quality terhadap Loyalitas Pelanggan Kecap Manis Merek ABC (Studi Konsumen Swalayan ADA Siliwangi Semarang)

This study aimed to analyze the effect of brand awareness, brand Association and perceived quality on customer loyalty ABC soy sauce brand in ADA Siliwangi SemarangThe population is consumers who buy soy sauce at ABC Sports brand ADA Siliwangi Semarang where the amount is not known for certain. The number of samples taken will be rounded to 100 respondents by the method of sample collection is nonprobality sampling. The analysis tool used is multiple regression and hypothesis testing.Based on this study concluded that there is a positive and significant relationship between brand awareness to brand loyaltyABC sweet soy sauce (1) There is a positive and significant relationship between brand loyalty Association for ABC sweet soy sauce brand(2) there is positive and significant relationship between Perceived Quality on customer loyalty ABC sweet soy sauce brand (3