Analyzing the relationship of perceived quality, brand image & brand trust towards brand loyalty in the cat food industry: case study of XYZ brand
XYZ cat food, established in 2009, is currently having a problem regarding brand loyalty. The company does not know what factors that are affecting brand loyalty and the management has not done any research at all regarding their brand or the industry. Based on in-depth interviews done, consumers of XYZ brand have problem trusting the brand due to bad image of the brand. Therefore, this study analyzed the association of perceived quality, brand image, and brand trust on brand loyalty. This study was also investigating a competitor brand, ABC cat food, with the same research model, in order to gain a better complex understanding. The questionnaires were spread by online. Using SPSS software for data analysis in quantitative research, 115 respondents of XYZ brand and 115 respondents of ABC brand were analyzed using multiple regression analysis. The result shows that perceived quality, brand image and brand trust positively associated with brand loyalty for XYZ brand. A different result is founded for ABC brand, namely brand trust does not have positive association towards brand loyalty. This study will also be useful for researchers to gain knowledge regarding perceived quality, brand image and brand trust and its relation towards brand loyalty specifically in the cat food industry in Indonesia and the result of this study will give better understanding of the market and also better insights for XYZ cat food.
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