Abstrak

Baca Juga : ANALISIS KUALITAS PRODUK DAN CITRA MEREK DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN DAN DAMPAKNYA TERHADAP LOYALITAS PRODUK EIGER DI BANDA ACEH (Abdul Aziz, 2017) ,

Baca Juga : PENGARUH KESADARAN MEREK, CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP LOYALITAS MEREK DAN DAMPAKNYA PADA NIAT MEMILIH MEREK OLEH KONSUMEN TELEPON SELULER DI BANDA ACEH (FAHMI SYAKIRULLAH, 2016) ,

as produk terhadap loyalitas konsumen (8) pengaruh keputusan pembelian terhadap loyalitas konsumen, (9) pengaruh kesadaran merek terhadap loyalitas konsumen melalui keputusan pembelian (10) pengaruh pengetahuan terhadap loyalitas konsumen melalui keputusan pembelian dan (11) pengaruh kualitas produk terhadap loyalitas konsumen melalui keputusan pembelian. adapun yang menjadi objek penelitian ini adalah kesadaran merek, pengetahuan produk, kualitas produk, keputusan pembelian dan loyalitas konsumen sudah berjalan dengan baik, kesadaran merek berpengaruh terhadap loyalitas konsumen, pengetahuan produk berpengaruh terhadap loyalitas konsumen, kualitas produk berpengaruh terhadap loyalitas konsumen, kesadaran merek berpengaruh terhadap keputusan pembelian konsumen, pengetahuan produk berpengaruh terhadap keputusan pembelian, kualitas produk berpengaruh terhadap keputusan pembelian konsumen, keputusan pembelian berpengaruh terhadap loyalitas konsumen, terdapat pengaruh tidak langsung kesadaran merek berpengaruh loyalitas konsumen melalui keputusan pembelian, terdapat pengaruh tidak langsung pengetahuan produk berpengaruh loyalitas konsumen melalui keputusan pembelian, terdapat pengaruh tidak langsung kualitas produk berpengaruh loyalitas konsumen melalui keputusan pembelian. kata kunci: kesadaran merek, pengetahuan produk, kualitas produk, keputusan pembelian dan loyalitas konsumen abstract abstract of final paper submitted to the examination committee in partial fulfilment of the requirements for the degree of master of management on graduate program of syiah kuala university 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 by masniari sastrawati s/n : 1409200020018 specialization : marketing management supervisor : dr. nurdasila darsono, se. mm co-supervisor : dr. mirza tabrani, se, mba the purpose of this study is to describe (1) brand awareness, knowledge, product quality, purchasing decisions and consumer loyalty are good (2) the effect of brand awareness on purchasing decisions, (3) the influence of knowledge on purchasing decisions (4) the effect of product quality on decisions purchasing (5) the effect of brand awareness on consumer loyalty, (6) the influence of knowledge on consumer loyalty (7) the influence of product quality on consumer loyalty (8) the influence of purchasing decisions on consumer loyalty, (9) the influence of brand awareness on consumer loyalty through purchasing decisions (10) the influence of knowledge on consumer loyalty through purchasing decisions and (11) the influence of product quality on consumer loyalty through purchasing decisions. the object of this research is brand awareness, product knowledge, product quality, purchasing decisions and customer loyalty are going well, brand awareness has an effect on consumer loyalty, product knowledge has an effect on consumer loyalty, product quality has an effect on consumer loyalty, influential brand awareness towards consumer purchasing decisions, product knowledge influences purchasing decisions, product quality influences consumer purchasing decisions, purchasing decisions influence consumer loyalty, there is an indirect influence of brand awareness influencing consumer loyalty through purchasing decisions, there is an indirect influence of product knowledge influencing consumer loyalty through purchasing decisions, there are indirect effects of product quality influencing consumer loyalty through purchasing decisions. keywords : brand awareness, product knowledge, product quality, consumer purchasing and customer loyalty

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