Pengaruh Perceived Value pada Brand Loyalty: Brand Trust dan Brand Affect Sebagai Variabel Mediasi

Tejaningrum, Triyani ( 1052321 ) (2014) Pengaruh Perceived Value pada Brand Loyalty: Brand Trust dan Brand Affect Sebagai Variabel Mediasi. Other thesis, Universitas Kristen Maranatha.

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Abstract

Dalam mengembangkan produk atau merek, perusahaan harus memiliki customer based brand equity (CBBE) yang kuat sehingga berdampak pada loyalitas pelanggan. Penelitian ini menggunakan elemen CBBE yaitu: perceived value, brand trust, dan brand affect. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand trust, brand affect dan perceived value pada brand loyalty. Hasil menunjukkan bahwa brand trust, brand affect, dan perceived value berpengaruh secara langsung dan tidak langsung pada brand loyalty. Diharapkan, penelitian ini mampu memberikan masukan bagi perusahaan dalam menjalankan strategi bisnis sehingga pada akhirnya memberikan dampak pada keuntungan jangka panjang bagi perusahaan.

Item Type: Thesis (Other)
Uncontrolled Keywords: Brand Trust, Brand Affect, Perceived Value, 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: 27 Jan 2015 07:53
Last Modified: 27 Jan 2015 07:53
URI: http://repository.maranatha.edu/id/eprint/9693

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