What type of study is this?

This is a Quantitative Study study.

October 1, 2025

The Influence of Brand Reputation, Brand Equity, and Brand Satisfaction on Brand Loyalty of Mie Gacoan

Key Points

Brand equity and brand satisfaction significantly influence brand loyalty in the Mie Gacoan culinary industry.
The study involved 180 respondents who purchased Mie Gacoan products, revealing the dynamics of brand perception.
Path analysis was performed using SmartPLS 3.0 to assess relationships among brand reputation, equity, satisfaction, and loyalty.
Findings suggest a need for culinary businesses to enhance brand reputation to boost equity and satisfaction.

Abstract

The development and competition of culinary businesses in Indonesia are increasingly competitive. This study was conducted to analyze the influence of brand reputation, brand equity, and brand satisfaction on brand loyalty of Mie Gacoan. This quantitative research method collected data by distributing questionnaires to a sample of 180 respondents who had purchased Mie Gacoan products. The reliability of the instrument was assessed through validity and reliability tests, while the data analysis method used path analysis with the help of the SmartPLS version 3.0. The results proved that brand reputation did not affect brand loyalty, but had a positive and significant effect on both brand equity and brand satisfaction. Meanwhile, the results of this study also proved that brand equity and brand satisfaction have a positive and significant influence on brand loyalty in the Mie Gacoan culinary industry.

The Influence of Brand Reputation, Brand Equity, and Brand Satisfaction on Brand Loyalty of Mie Gacoan

Key Points

Abstract

Cite This Study

Also Consider

Also Consider