Authors :
Subhan Hasan; Agus Salim
Volume/Issue :
Volume 8 - 2023, Issue 8 - August
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/5cypywb3
DOI :
https://doi.org/10.5281/zenodo.8296985
Abstract :
The primary objective of this study is to
investigate and analyze whether there is a relationship
between Brand Image and Product Quality that
contributes to Customer Loyalty, ultimately leading to
the attainment of Competitive Advantage. The research
methodology employed is the descriptive quantitative
method. In the context of the study's hypotheses: Brand
Image is projected to have a positive and noteworthy
impact on Customer Loyalty. Product Quality is
anticipated to exhibit a favorable and substantial
influence on Customer Loyalty. Brand Image is expected
to have a constructive and substantial impact on
Competitive Advantage. Product Quality is hypothesized
to lack a constructive and substantial impact on
Competitive Advantage. Customer Loyalty is predicted to
yield a favorable and meaningful contribution to
Competitive Advantage. Brand Image is envisaged to
influence Competitive Advantage through the mediating
role of Customer Loyalty. Product Quality is anticipated
to influence Competitive Advantage through the
mediating role of Customer Loyalty. The study aims to
uncover insights into the interplay between brand image,
product quality, customer loyalty, and competitive
advantage.
Keywords :
Brand Image, Product Quality, Customer Loyalty, Competitive Advantage.
The primary objective of this study is to
investigate and analyze whether there is a relationship
between Brand Image and Product Quality that
contributes to Customer Loyalty, ultimately leading to
the attainment of Competitive Advantage. The research
methodology employed is the descriptive quantitative
method. In the context of the study's hypotheses: Brand
Image is projected to have a positive and noteworthy
impact on Customer Loyalty. Product Quality is
anticipated to exhibit a favorable and substantial
influence on Customer Loyalty. Brand Image is expected
to have a constructive and substantial impact on
Competitive Advantage. Product Quality is hypothesized
to lack a constructive and substantial impact on
Competitive Advantage. Customer Loyalty is predicted to
yield a favorable and meaningful contribution to
Competitive Advantage. Brand Image is envisaged to
influence Competitive Advantage through the mediating
role of Customer Loyalty. Product Quality is anticipated
to influence Competitive Advantage through the
mediating role of Customer Loyalty. The study aims to
uncover insights into the interplay between brand image,
product quality, customer loyalty, and competitive
advantage.
Keywords :
Brand Image, Product Quality, Customer Loyalty, Competitive Advantage.
