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

M. Harlie, Periyadi -, Rizka Zulfikar, Yudi Permana


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.

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International Journal of Management Innovation Systems  ISSN 1943-1384


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