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The Influences of Brand Awareness, Brand Associations, and Perceived Quality on Customer Loyalty Angry Birds Rovio Entertainment Ltd. Games in Bandung City
Fenny Fathiyah Business Management of Telecommunication and Information Telkom Institute of Management, Bandung, Indonesia fennyfath@gmail.com
Abstract Increasing financial and sales performance of games Angry Birds, a product of Rovio Entertainment Ltd, as a new industry and becoming a success market leader in mobile gaming platform segment show a good part of popularity brands. This is the researcher’s background to do research about brand awareness, brand associations, and perceived quality also its influence on customer loyalty of games Angry Birds in Bandung city. The method of this research is descriptive method and causal association method by involving 400 respondents as its objects. The analyses are used to know how brand awareness, brand associations, and perceived quality on customer loyalty. Data analysis techniques are used as the path analysis. Studied variable are brand awareness, brand associations, and perceived quality as independent variable and customer loyalty as dependent variable. Based on the results of research on, it can be concluded that (i) brand awareness, brand associations, and perceived quality stood at 68.1%, 70.5%, and 71.1% respectively, (ii) customer loyalty stood at 69.5%, (iii) brand awareness, brand associations, and perceived quality simultaneously has a significant influence on customer loyalty where the value of F count ≥ F table is 64.421 ≥ 2627. Brand awareness, brand associations, and perceived quality partially have a significant influence on customer loyalty with the greatest influence from brand associations where the value of T count is 4.995. Brand associations directly and indirectly have greater influence than any other variable at 18.24%, and the results of the

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