Hartono, Paulus (1252108) (2016) Analisis Pengaruh Kepercayaan Merek terhadap Loyalitas Merek (Studi pada Konsumen Indomaret Surya Sumantri di Universitas Kristen Maranatha Bandung). Undergraduate thesis, Universitas Kristen Maranatha .
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh trust in a brand yang terdiri dari brand characteristic, company characteristic dan consumer-brand characteristic terhadap brand loyalty pada konsumen Indomaret Surya Sumantri di Universitas Kristen Maranatha Bandung. Hasil penelitian berdasarkan uji secara parsial dan simultan berdasarkan variabel trust in a brand berpengaruh signifikan terhadap brand loyalty. Menunjukkan bahwa terdapat pengaruh secara parsial menunjukkan bahwa terdapat pengaruh positif antara Company Characteristic (CC) terhadap Brand Loyalty (BL) karena nilai sig (p value) < α = 0.059 ≤ 0.1. Sedangkan hasil penelitian secara simultan/bersama-sama Brand Characteristic (BC), Company Characteristic (CC) dan Consumer-Brand Characteristic terhadap Brand Loyalty (BL) sebesar 20% dan sisanya sebesar 80% dipengaruhi faktor lain seperti harga dari produk, kualitas layanan, promosi.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | trust in a brand 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: | 25 Apr 2016 06:40 |
| Last Modified: | 25 Apr 2016 06:40 |
| URI: | http://repository.maranatha.edu/id/eprint/20332 |
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