Wirawan, Hendri (0552002) (2009) Analisis Pengaruh Trust in a Brand terhadap Brand Loyalty Produk Minuman Susu Ultra. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
This research is aimed to study empirically the effect of trust in a brand variable which includes: brand characteristic, company characteristic and consumer-brand characteristic to brand loyalty. The mark being researched is one of Milk beverage in package (Ultra Milk) that the respondents are take from the people who of consume Ultra Milk in around area of Maranatha Christian University. The result of this research shows that simultaneous and partial variable of trust in a brand have significant influence to brand royalty. The influence of trust in a brand toward brand loyalty is 0,423 with significance level of 0.000. While partially, the influence of trust in a brand variable is as follows: first, the brand characteristic has not positively influence to brand loyalty with beta coefficient of 0,091 with significance level of 0,223 > α (0,05), where brand characteristic has not positively influence to brand loyalty. The company characteristic has positively influence to brand loyalty with beta coefficient of 0,241 with significance level of 0,002 ≤ α (0,05). Consumer-Brand characteristic also has positively influence (dominant) to brand loyalty with beta coefficient of 0,435 with significance level of 0,000 ≤ α (0,05). In the effort to increase loyalty to brand, the company must increase and maintain trust of customers to the company. Company Characteristic and Consumer-Brand Company has positive affect to Brand Loyalty. While, Brand Characteristic is not influence to Brand Loyalty. Consumer-Brand characteristic is as one of the most dominant variable must remain to be controlled directly by the company.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | trust in a brand (brand characteristic, company characteristic, consumer-brand characteristic), brand loyalty |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 11 Aug 2015 03:00 |
| Last Modified: | 18 Jan 2016 05:46 |
| URI: | http://repository.maranatha.edu/id/eprint/14437 |
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