Pengaruh Kepercayaan Merek dan Persepsi Nilai pada Loyalitas Merek (Studi pada: Konsumen Air Mineral Alkali Total8+ di Universitas Kristen Maranatha Bandung)

Hartoyo, Luki (1052015) (2016) Pengaruh Kepercayaan Merek dan Persepsi Nilai pada Loyalitas Merek (Studi pada: Konsumen Air Mineral Alkali Total8+ di Universitas Kristen Maranatha Bandung). Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Perilaku konsumen terutama loyalitas merek adalah aspek penting yang menarik untuk diteliti. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh simultan dan parsial Kepercayaan Merek dan Persepsi Nilai terhadap Loyalitas Merek. Sampel pada penelitian ini adalah konsumen Air Mineral Alkalin TOTAL8+ di Civitas Universitas Kristen Maranatha Bandung yang pernah meng-konsumsi TOTAL8+ lebih dari 1 (satu) kali. Model penelitian diuji menggunakan 210 responden. Penelitian ini menemukan bahwa terdapat pengaruh signifikan baik secara parsial maupun secara simultan antara Kepercayaan Merek dan Persepsi Nilai terhadap Loyalitas Merek.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kepercayaan Merek, Persepsi Nilai, Loyalitas Merek.
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: 10 Feb 2016 03:10
Last Modified: 10 Feb 2016 03:10
URI: http://repository.maranatha.edu/id/eprint/18552

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