The Role of Brand Loyalty & Image Development Integrated with Brand Awareness, Service Quality, Product Strategy & Price Strategy: An Persfective Asia

Loyalty consumers of a brand are a central part of sales, and it has forced a company in the form of goods & services to evaluate its performance. Thus, a company strives to always have customers who have high brand loyalty in order to remain excess in the competition. However, the implementation is not as easy as the implementation, the competition is very hard, still, sudden and unexpected at this time does not automatically leave the old pattern of service to consumers can be abandoned. This shows that most goods and service companies are internally slow in implementing sales theory which results in loyal customers still far from expectations. This study aims to examine how factors such as brand awareness, service quality, product strategy and price strategy affect corporate image and brand loyalty of corporate organizations in the form of goods & services located in developing countries. The findings from the structural equation model analysis tested by end users consisting of 187 (one hundred and eighty seven) selected consumers in Eastern Indonesia prove that the application of sales theory in terms of brand awareness, service quality, product strategy and price strategy has a significant & positive impact on image, company and brand loyalty. This research underlies the importance of having a customer base that has high brand loyalty which can increase trade, attract new customers and the company quickly responds to competitors' movements for other evaluations and for future competitive advantages. Price strategy in terms of benefits, discounts, affordability, and purchases in a certain amount or outside a certain time. (v) Service quality shows a positive acceptance of the hypothesis in terms of service interaction, service evededence, product functionality and product enrichment. (vi) Strategic product for the company, product strategy for brand loyalty and price strategy on company image show insignificant effects, especially the dimensions. this study. This means in variables related to negative attributes.


Introduction
Image and loyalty issues are a central part in the midst of very tight business competition, and competition between brands is moderate and getting high. Research is always carried out as a scientific study in various countries, also in Indonesia with quite a lot of references.
Company image and loyalty in consumer perceptions will provide solutions such as (i) are a driver of brand equity in all further benefits and are also the foundation for building brand equity (Kotler & Keller, 2016;Rahayu & Indria, 2020;Theurer, Tumasjan, Welpe, & Lievens, 2018;Gürhan-Canli, Hayran, & Sarial-Abi, 2016;Pradipta & Hidayat, 2016). (ii) By developing an excellent service system and developing brand awareness so that customers are always satisfied. Various strategies are carried out including maintaining product quality, stability in running a business and reliable services (Amirullah & Iriani, 2017;Setiaji & Fajar, 2019;Rianti, 2017;Safitri, 2018;Muhyidin & Abdurrahman, 2019;Yanti & Sukotjo, 2016;Yuliantari & Wiwin, 2018;Setiawan & Livya, 2018;Suryani, Andari, & Taufik, 2018). (iii). Fairness of price as an assessment for a result and how a process will get an acceptable result and certainly within a fairness in another sense makes sense (Suwandi, Krisniamurti, & Tantowi, 2019;Seprillasela & Aldila, 2019;Muhyidin et al., 2019;Amryyanti & Sukaatmadja, 2013;Rahyuda & Atmaja, 2018). (iv) In strengthening the position of the product in the minds of consumers, improving product quality with the best service is a way of satisfying consumers (Mayasari, 2011;Masupat, Mitra, & Saeb, 2018;Silalahi & Sastri, 2020;Gürhan-Canli et al., 2016). With the development of theory and application of image and loyalty, problems are still encountered (i) business systems to make consumers loyal to corporate image. (ii) There is still a lack of innovation power so that consumer expectations of the expected quality (Setiadi, 2013). (iii) It is so difficult to make a brand, because of limited human resources and increasingly fierce competition. Quality at the consumer level will create an impact on brand equity and products for certain services offered (Febrianto, 2014;Yanti & Sukotjo, 2016). (V) With the increasing openness of information & communication, it opens opportunities for consumers to have more products with well-known brands because they feel comfortable with things that are already known, more reliable, always available and relatively easy to find, unquestionable quality (Aaker, 1991;Antara & Wartini, 2016;Midayanto & Yuwono, 2014;Safitri., et al., 2018;Tarwendah & Ivani, 2017).
Evaluation of a number of things that are generated about the importance of steps and can increase International Journal of Management Innovation Systems ISSN 1943-1384 http://ijmis.macrothink.org 4 hoist awareness, service quality, price & product strategies, image and loyalty are: (i) Business organizations have brand equity at a high level such as customers willing to pay higher prices, can attract new customers, build market power, increase customer trust & feelings of pleasure, and impact consumer image and loyalty. (ii) To get an image that is well formed in the minds of consumers, and to attract interest where the aim of the company is to get loyalty from consumers, one of these methods is a discount and allowance (discounts and discounts) (Shabastian, 2013;Amirullah et al., 2017;Rahayu & Suarna, 2020). (iii) A person can be said to be loyal is when that person has a certain commitment and makes repeat purchases because of a positive feeling about the brand and feels his needs are met (Pradipta & Hidayat, 2016). (vi) Developing applications that are able to fulfill online promotional needs so that information on promises can be seen anytime and anywhere by consumers and users (Edo et al., 2019;Gürhan-Canli et al., 2016).
Research on efforts to increase brand awareness, service quality, price & product strategies, image and loyalty in Indonesia contributes to developing organizational studies in the context of business independence in Indonesia: (i) Application of marketing theory, image and loyalty although it was not maximized during the Asean Economic Community ( MEA). (ii) Relating to research which is still limited both in quality and quantity when developed countries have been intensively doing it. (iii). Brand loyalty is loyalty to a product marketed by a company. This is a sign of loyalty from someone who has a commitment to a certain brand, and makes repeat purchases because of a positive feeling about the brand and feels his needs are met (Pradipta & Hidayat, 2016;Faradisa, 2019;Chinomona, 2016). Thus it will be a central concern for research and development in Indonesia, then whether the development of image and loyalty according to the initial theory can be implemented or can follow the progress that has been achieved very rapidly at this time. This research is to provide one solution to the level of brand awareness, quality, price & product strategy and cittra and loyalty contribute positively to companies in Indonesia.

Methodology
The target population of this study was 187 (one hundred and eighty seven) consumer respondents (UMKM), Micro, Small & Medium Enterprises. The data were collected through a questionnaire during the period March 2018 to February 2019. By using the Structural Equational Model (SEM), which requires the total sample size to be five to ten times the number of observations for each parameter Ferdinand (2006). The relationship between constructs is described in a theoretical framework. A five-point Likert-type scale (1-strongly disagree: to strongly agree) was applied throughout the questionnaire. Factor loading is used to evaluate discriminant validity where only items with a factor loading exceeding 0.50 will remain in the model (Ferdinand, 2006).

Figure 1. Conceptual framework of research variables affects Y1 and Y2
Reliability testing is used to determine the consistency of research measuring instruments, so that the measuring instrument can be trusted if it is used more than once. The reliability and validity test with the calculation of the results of regression weights, the AVE value has a value exceeding the loading ≥ 0.5 and the CR value has ≥ 0.7, so that if it exceeds the value 0.5 and 0.7 which means that overall all variables have met the validity and reliability. . The normality test is carried out using a critical ratio value of ± 2.58 at a significance level of 0.01% (Ghozali, 2006) and that means the assumption of normality is fulfilled and feasible for further use. The research data is said to have outliers if the p1 and p2 values are less than 5% and the data containing outliers can affect the normality of a data.
The existence of multicollinearity and singulality can be seen through the covariance matrix values which are really small or close to zero. The confirmatory factor analysis test for these variables shows that the collision of the variables with the factor values ≤ 0.05 means that these variables are significant in contributing to forming latent variables. Model modification was carried out according to software modification suggestions (modification indices), namely connecting several constructs with covariance lines so that there was a relationship between constructs. If the Good of Fit (GOF) Index resulting from the Cut Off Value from the Modified Research Model does not meet the GOF, then the model must be modified so that all indices meet the specified criteria.
Hypothesis testing was carried out by observing the CR and Sig values of the studied variables International Journal of Management Innovation Systems ISSN 1943-1384 based on the maximum likelihood estimates by looking at the regression weights table, which is said to have a significant effect if the CR value of the variable is ≥1.96 and the probability <0.001. Meanwhile, to determine the magnitude of the effect caused by a variable on other variables how much it contributes to the effect test.
For scoring the answers to the questionnaire using a Likert scale (Sugiyono, 2005). Likert scale is used to measure attitudes, opinions and perceptions of a person or group of people about social phenomena. With the help of observing the value of CR and Sig. The variables studied were based on the maximum likelihood estimates by looking at regression weights, nine hypotheses were tested. -Brand Awareness is positively related to Brand Image. -Service quality is positively related to brand image -Product strategy is positively related to brand image -Price strategy is positively related to brand image. -Brand Awareness is positively related to Brand Loyalty. -Service quality is positively related to brand loyalty -Product strategy is positively related to brand loyalty -Price strategy is positively related to brand loyalty. -Brand image is positively related to brand loyalty.

Overview of Respondents
Based on the results of field data collection, through collecting answers obtained from 187 selected respondents, proving the implementation of brand awareness, making a significant and positive impact on brand image and leading to brand loyalty, brand awareness of brand loyalty, Service quality to brand image, pricing strategy to brand loyalty, service quality to brand loyalty.

Testing the Validity and Reliability of the Construction
The validity test is by calculating AVE and CR where AVE is ≥0.5, then the construct is said to be valid and the CR value is ≥0.7, then it is said to be reliable as the research results. According to Gulford's (1956) criteria in (Widodo, 2006) that the reliability coefficient ranges from 0 to 1, the closer to 1, the more reliable the instrument is. Meanwhile, the opinion of Nugroho (2000) that the variable is said to be good if it has a Cronbach's Alpha value> 0.60. in exploratory research, reliability between 0.5-0.6 is acceptable (Nunally & Bernstein, 1994

Normality Test
The normality test was carried out using a critical ratio value of ± 2.58 at a significance level of 0.01% (Ghozali, 2004). The results of the noemality and linearity test research show that all indicators have a cr value not exceeding 2.58 so that the research data is fulfilled. Meanwhile, the research data is said to have outliers if the p1 and p2 values are less than 5% and the data containing outliers will affect the normality of a data. From the results of the outlier test on the research data, it was found that 32 p1 data had an outlier value <0.05. To obtain normal research data, all data containing outliers must be excluded for further SEM analysis. The results of SEM analysis contained 187 data whose values were more than> 0.05, so the results of the study were said to be normal.

Modeling of Structural Equations
Index models that still do not meet the GOP, so they are modified to meet the criteria Modification of the model is to connect several constructs with covariance lines so that there is a relationship between constructs, so that according to the Goodness of Fit criteria, the following requirements: of fit. Post-evaluation, it was found that all goodness of fit tests showed good results and that the model was in accordance with the data (Solomon, Ashmore, & Longo, 1992). Thus according to theory and supported by facts, it means that the model is the best to explain the relationship between variables.

Hypothesis Testing
The effect test was carried out by observing the CR and Sig values of the studied variables based on the maximum likelihood estimates by looking at the regression weights table, which is said to have a significant effect if the CR value of the variable is ≥1.96 and the probability is <0.000. As shown in the following table: Correlation test is conducted to determine the ISSN 1943-1384 http://ijmis.macrothink.org 8 strength and direction of the relationship between variables. In this study, there are 6 correlations between variables that are correlated. (Attachment). Based on the table, it can be seen that the variable relationship between reward -quality and quality -promotion is the largest correlation compared to the relationship between other variables.

International Journal of Management Innovation Systems
To determine the magnitude of the effect caused by a variable on other variables, the total efficiency test was carried out with the results according to the following table: Based on the test results the total effect of the above, it appears that the Service Quality variable is the variable with the largest contribution in giving effect to the variable brand loyalty (2,828) and Company Image (15,670), compared with other variables such as product strategy, brand awareness and price strategy.
Model modification was carried out according to software modification suggestions (modification indices), namely connecting several constructs with covariance lines so that there was a relationship between constructs. After modification, the research model can be seen in the following figure:   ISSN 1943-1384 A. Hypothesis

1) Testing Influence Test
After the research model has met the GOF criteria, the next step is to test the hypothesis to test whether the proposed hypothesis is accepted or rejected. Hypothesis testing is carried out by observing the CR and Sig values of the studied variables based on the maximum likelihood estimates by looking at the regression weights table, which is said to have a significant effect if the CR value of the variable is ≥1.96 and the probability is <0.001. The results of the influence test between the variables tested based on the research model are shown in the following table:  Five significant path, which showed a significant admission, while the three lines do not have a positive influence.

2) Correlation Test
To determine the strength and direction of the relationship between variables, a correlation test was carried out. In this study, 6 correlations between variables were found, with the following results:

Discussion
Brand awareness as an awareness output in terms of not being aware of the brand, brand recognition, brand recall, reinforcement by others are positively related to end user satisfaction of the company's system (Wijaya & Nurcaya, 2017;Semuel & Setiawan, 2018;Yanti & Sukotjo, 2016;Fajariah et al., 2016;Faradisa, 2019;Safitri Zulmaela, 2018;Musapat & Armia, 2018). (ii) In addition, service quality in determining the measure of sales success in company activities is proven by service interaction, service evidence, product functionalty and product enrichment (Suryani et al., 2018;Fajariah et al., 2016;Suwandi et al., 2019;Anuggriatama, 2018). (iii) Strategy Product does not give a significant impact in terms of quality, service and according to what is expressed. This means that the production variables do not affect the company's image, but by other variables. Thus the company must change the strategy other than the existing variables, while the price strategy and production strategy have the greatest correlation and are related to the benefits obtained from discounted prices and affordable prices related to company image and brand loyalty. Furthermore, it is also positively related to the acceptance of the management system of Business, Micro, Small and Medium companies.
Thus the acceptance of a management system in the form of brand awareness, service systems, production strategies and pricing strategies is part of the overall corporate strategy. This becomes a reference for companies engaged in the same field (Shabastian, 2013;Pharisee, 2018;Wijaya & Nurcaya, 2017). Gradually the business system must continue to be developed, even though it is still gradual and constantly carrying out changes and improvements, without a proper strategy, a company will not survive, because competitors will come to offer better products to compete with competitors' products and seize market share in the company (Salman & Farisi, 2018;Dwiyanti, Hubeis, & Suprayitno, 2017;Faradisa, 2019). (iv) Price strategy with variable benefits, discounted prices, can be reached, purchases in a certain amount & time have a positive effect on brand loyalty. These results are in conjunction with previous research that the price strategy has a positive effect on brand loyalty (Shabastian, Mariza, Hatane et al., 2013;Febrianto, 2014;Dwiyanti, Rizda, Musa Hubeis, & Suprayitno et al., 2017).

Conclusion
According to the results of the study, it can be concluded as follows: 1). (i) Brand Loyalty is received through positive channels from the variable brand awareness in terms of brand awareness, brand recognition, brand recall and reinforcement by others. (ii) Company image through positive channels of brand awareness in terms of not being aware of the brand, brand recognition, recalling the brand and strengthening by others. (iii) Company image fulfilling management characteristics in service quality related to service interaction, service evidence, product functionality and product enrichment. (iv) Brand loyalty meets the standard Price strategy in terms of benefits, discounts, affordability, and purchases in a certain amount or outside a certain time.
(v) Service quality shows a positive acceptance of the hypothesis in terms of service interaction, service evededence, product functionality and product enrichment. (vi) Strategic product for the company, product strategy for brand loyalty and price strategy on company image show insignificant effects, especially the dimensions. attribute dimensions that exist in this study. This means that it becomes a concern for Micro, Small and Medium Enterprises in running their business, avoiding variables related to negative attributes.
2). In terms of research contribution for the development of science. A theory is not necessarily applicable according to the original theory, in Indonesia to suit local conditions and situations.
3). Delivery of research limitations. (i) This study has several limitations in measuring data with a questionnaire whose answer accuracy is highly dependent on the limitations and willingness / ability of the respondent. (ii) This study has limitations in generalizing the data, because this study is in accordance with existing variables. (iii) Whereas data measurement uses a questionnaire whose accuracy is relative to each respondent, in addition to the questionnaire using participatory or online questionnaires is rather low. If the questionnaire was combined, the online interviews would be able to produce accurate accuracy, although it would take a while. 4). Suggestions for Future Researchers. In this research, a good theory is not necessarily applicable to Indonesian conditions. For the next researchers, quantitative and qualitative methods can be used for different variables and locations and the instrument is not in the form of a questionnaire, also an interview or online so that the expected results are more accurate.