THE IMPACT OF PRICE AND BRAND AWARENESS TOWARD BRAND LOYALTY OF TRI PROVIDER IN NORTH SULAWESI CASE STUDY : UNIVERSITY STUDENTS UNKLAB, DE LA SALLE, UNIMA, AND, UNSRAT

Ivan Aliandra Rompas, Sifrid S. Pangemanan, Farlane S. Rumokoy

Abstract


Abstract : Telecommunication provider is a requirement for us to communicate through gadget, and Tri provider is one of telecommunication brand in indonesia, company make various ways to make customer loyal to brand Tri. the purpose of this study is to analyze the impact of price and brand awareness on brand loyalty partially and simultaneously. This study is quantitative and using multiple regression model to answer the research problem, respondents in this study were taken from 100 students unklab, de la salle, unima and unsrat. This study shows that the variable price and brand awareness have influence on brand loyalty in partialy and also simultaneously. To Tri, based on this research about the impact of price and brand awareness toward brand loyalty which affects the customer, Tri product must keep the price in line with the quality on offer. and also increase brand awareness as much as possible by adding brand ambassadors, and holding events announced in public through television, social media or radio to increase.

Keyword : price, brand awareness, brand loyalty


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DOI: https://doi.org/10.35794/emba.v6i2.19691

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