KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS DAN PENGARUHNYA TERHADAP LOYALITAS PELANGGAN SUSU GREENFIELDS (Studi kasus di INDOGROSIR Kota Malang)

This research was conducted to determine Brand Awareness, Brand Association, Perceived Quality and Influence on Customer Loyalty of Greenfields Milk (Case Study at INDOGROSIR Malang). This research is a type of explanatory research with a quantitative approach, which is carried out to overcome the influence of the variables. Malhotra's theory is used to take samples, namely the number of items x 5 so that a total of 170 is found.
To solve the problems in this study, using the validity test, reliability test, heteroscedasticity test, classical assumption test. research using multiple linear regression analysis with the help of SmartPLS. The results of this study are that there is a simultaneous influence between Brand Awareness, Brand Association, Perceived Quality and Their Effect on Customer Loyalty of Greenfields Milk (Case Study at INDOGROSIR Malang City). There is a partial influence between Brand Awareness, Brand Association, Perceived Quality and Its Effect on Customer Loyalty of Greenfields Milk (Case Study at INDOGROSIR Malang).