The Relationship between Brand Association, Brand Awareness and Brand Image in Improving Perceived Quality in the Telecommunications Company Industry | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Isnawijayani: Universitas Bina Darma, Pelembang, Indonesia

2. Martha Wulandari: Universitas Bina Darma, Pelembang, Indonesia

3. Sulaiman Helmi: Universitas Bina Darma, Pelembang, Indonesia

4. Tiara Kartika: Universitas Bina Darma, Pelembang, Indonesia

5. Lalu Supardin: Universitas Sarjanawiata Tamansiswa, Yogyakarta, Indonesia

Abstract:

This study investigates the quality perceptions 150 customers at PT XX towards brand elements, including brand association, brand image, and brand awareness. Brand association refers to the mental associations that consumers have with a brand, while brand image is the overall image formed in the minds of consumers. Meanwhile, brand awareness describes the extent to which consumers recognize and remember the brand. This study aims to analyze the relationship between brand association, brand image, and brand awareness in improving perceived quality at PT XX company. Data was collected through a survey involving PT XX consumers, and analysis was conducted using statistical methods to identify the influence of the three brand elements on consumers' perceived quality. Along with the increasing integration of technology in various sectors, including in the information and communication technology (ICT) industry, it is important to understand how elements such as brand association, brand awareness, and brand image affect the perceived quality of PT XX PT XX's products and services. PT XX, as an ICT service provider that offers technology-based business solutions, has a crucial role in shaping the perception of quality in the eyes of consumers. This study, using Partial Least Squares-Structural Equation Modeling (PLS-SEM), aims to analyze the relationship between the three elements and quality perception, as well as the implications for technology implementation in the corporate sector. The findings show that brand association, brand awareness, and brand image play an important role in shaping the perceived quality of PT XX PT XX's products and services. Although brand awareness is important to introduce the brand, positive brand association and brand image are proven to have a significant influence on consumers' perceived quality. Therefore, to continue to grow and compete in the ICT industry, PT XX needs to focus on strengthening positive brand associations and a strong brand image, by emphasizing the quality, innovation, and reliability of their products and services.

Page(s): 4661-4670

DOI: 10.57239/PJLSS-2025-23.1.00369

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

Brand Association Brand Awareness Brand Image Perceived Quality andStructural Equation Modeling SEM

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