MEDIASI BRAND LOYALTY PADA BRAND IMAGE, BRAND PERSONALITY, BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION (TRAVEL AGENT KONVENSIONAL DI JAKARTA)

Abstract

Research explores and performs empirical testing of the mediating effect of brand loyalty on brand image, brand personality, brand awareness and perceived quality on repurchase intention. 310 valid questionnaires from customers of 10 conventional travel agents in DKI Jakarta. 32 items questionnaire statement. 13 hypotheses were tested with Partial Least Square. There are 10 hypotheses of positive influence and 3 hypotheses of no positive influence. The managerial implications of conventional travel agents maintain brand loyalty and develop customer repurchase intention by paying attention to the role of the brand and the quality of serving behaviour. The model used is developing a model and has produced a new novelty of perceived quality in the service industry. Conventional travel agents have not had much research combining the role of brand loyalty as a mediation in the effect of perceived quality on repurchase intention.