Persada, Ota Dilo (0552181) (2012) Analisis Pengaruh Trust in a Brand (Brand Characteristic, Company characTeristic, Consumer Brand Characteristic) terhadap Brand Loyalty Pengguna Smartphone Blackberry. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Salah satu permasalahan yang dihadapi perusahaan saat ini adalah persaingan. Kesuksesan dapat dipenuhi bila perusahaan dapat menciptakan dan mempertahankan pelanggan. Pengembangan loyalitas pelanggan merupakan tujuan strategi perusahaan untuk mempertahankan bisnis dan profit mereka. Penelitian ini membahas mengenai Trust in a Brand (Brand Characteristic, Company Characteristic, Consumer-Brand Characteristic) dan Brand Loyalty. penelitian ini dilakukan dengan metode non probability sampling dengan dengan cara menyebarkan kuesioner kepada 150 responden dimana responden tersebut merupakan pengguna smartphone Blackberry di Universitas Kristen Maranatha Bandung. Dari data yang diperoleh kemudian dianalisa secara kuantitatif dengan menggunakan program SPSS 17.00. Dari hasil pengolahan data, diperoleh nilai Adjusted R Square sebesar 0.141 dengan kata lain, Trust in a Brand (Brand Characteristic, Company Characteristic, Consumer-Brand Characteristic) mempengaruhi Brand Loyalty sebesar 14.10 % sedangkan sisanya 85.90 % dipengaruhi oleh faktor – faktor lain.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Trust in a Brand, Brand Characteristic, Company Characteristic, Consumer-Brand Characteristic dan 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: | 28 Oct 2015 09:51 |
| Last Modified: | 19 Jan 2016 02:08 |
| URI: | http://repository.maranatha.edu/id/eprint/16393 |
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