Nugroho, Yohanes Adi ( 0952033 ) (2014) Analisis Pengaruh Kepercayaan Merek terhadap Loyalitas Merek (Studi pada Konsumen Gery 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 Gery 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 secara parsial menunjukkan bahwa terdapat pengaruh positif antara Brand Characteristic (BC) terhadap Brand Loyalty (BL) karena nilai sig (p value) < α = 0,007 < 0,05 dan juga terdapat pengaruh positif antara Company Characteristic (CC) terhadap Brand Loyalty (BL) karena nilai sig (p value) < α = 0,013 < 0,05. Sedangkan hasil penelitian secara simultan / bersama-sama Brand Characteristic (BC) dan Company Characteristic (CC)terhadap Brand Loyalty (BL) sebesar 11,5% dan sisanya sebesar 88,5% dipengaruhi faktor-faktor lain seperti harga dari produk tersebut, kepuasan pelanggan setelah menggunakan dan menikmati produk tersebut dan tidak adanya produk pengganti.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | trust in a brand, brand loyalty |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > School of Management |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 21 Jan 2015 08:00 |
| Last Modified: | 16 Feb 2016 06:43 |
| URI: | http://repository.maranatha.edu/id/eprint/9230 |
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