Pengaruh Brand Characteristic, Company Characteristic dan Consumer-Brand Characteristic Pasta Gigi Pepsodent terhadap Brand Loyalty Konsumen di Universitas Kristen Maranatha, Bandung

Christianto, Stefanus (0552048) (2008) Pengaruh Brand Characteristic, Company Characteristic dan Consumer-Brand Characteristic Pasta Gigi Pepsodent terhadap Brand Loyalty Konsumen di Universitas Kristen Maranatha, Bandung. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Lock in maintaining continuity of life effort for at a company, now is required existence of knowledge and skill to know development of corporate world entered. Brand is one of important factor in marketing activity of because activity introduces and offers product and or service is not quit of of certifiable brand. Trust in a brand emerges caused by commitment from consumer which has applied and gets satisfaction from a product later on affects at loyality to the product. Purpose of this research, to know influence parsially and together variable brand characteristic, company characteristic, and consumer-brand characteristic to brand loyalty at tooth paste consumer Pepsodent. On the basis of description is upper, hence writer does research to analyse influence brand characteristic, company characteristic, and consumer-brand characteristic which is variable trust in a brand tooth paste Pepsodent to brand loyalty consumer. This research scope limited to residing in Maranatha Christian University. In this research, writer propagates questionaire 230 responders in Maranatha Christian University which applied brand tooth paste product Pepsodent, where election of responder is done by using method Quota Accidental Sampling, which it’s data processed by using program SPSS 11.5. The result of this research shows that simultaneous and partial variable of trust in a brand have significant effect to brand loyalty. The effect of trust in a brand to brand loyalty is 0.442 with significance level of 0.000. While partially, the effect of trust in a brand variable is as follows: first, the brand characteristic has significant effect to brand loyalty with beta coefficient of 0.401 with significance level of 0.000. The company characteristic has significant effect to brand loyalty with beta coefficient of 0.327 with significance level of 0.000. Consumer – brand characteristic also has significant to brand loyalty with beta coefficient of 0.382 with significance level of 0.000. Based on above conclusion, in the effort increasing brand loyalty, the side of company must always increases and maintains customer trust to company. Brand characteristic as one of variable having an effect on dominance must still consistently controlled by company.

Item Type: Thesis (Undergraduate)
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: 23 Oct 2015 09:04
Last Modified: 18 Jan 2016 06:42
URI: http://repository.maranatha.edu/id/eprint/16201

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