Title:
THE EFFECT OF BRAND AWARENESS, PRODUCT KNOWLEDGE AND PRODUCT QUALITY ON PURCHASE DECISIONS AND ITS IMPACT ON CONSUMER LOYALTY IN MOORLIFE PRODUCTS IN BANDA ACEH CITY, INDONESIA

Authors:
Masniari Sastrawati, Nurdasila Darsono and Mirza Tabrani

Abstract:
This study is to describe the effect of brand awareness, product knowledge and product quality on purchase decisions and consumer loyalty in moorlife products in banda aceh city, indonesia. The object is the moorlife products and the respondent is the user. The population in this study is moorlife users in the city of banda aceh, totaling 1.532 people. The sample taken 125 respondents to meet the requirement of structural equation model (sem), that is 5 x 25 (number of indicators). The data is analyzed using sem as a statistics technique, with amos software as a tool to test the model. The results of the study prove that brand awareness effects purchase decision, product knowledge effects purchase decision, product quality effects purchase decision, brand awareness effects consumer loyalty, product knowledge effects consumer loyalty, product quality effects consumer loyalty, purchase decisions effects consumer loyalty of moorlife product consumers in banda aceh city. This results support the previous theories that say about the causality condition related to variables. The originality lies in the form of combination of the previous causality models. The limitation lies in the number of variables and object. These findings contribute also to the managerial implications that related to the variables. It maps the condition and the solution for managers of moorlife product consumers to take the opportunity and advantage to increase their consumer loyalty in banda aceh