Pengaruh brand trust terhadap brand loyalty pada konsumen produk minuman ringan (studi kasus pada konsumen remaja teh botol sosro di kota malang)

Rahmania, Firlana (2015) Pengaruh brand trust terhadap brand loyalty pada konsumen produk minuman ringan (studi kasus pada konsumen remaja teh botol sosro di kota malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menjelaskan karakteristik merek variabel, karakteristik perusahaan, dan karakteristik merek konsumen dari kepercayaan merek yang mempengaruhi loyalitas merek pada konsumen remaja Tehbotolsosro di Malang baik secara parsial, secara bersamaan, dan variabel yang berpengaruh dominan. Jumlah responden adalah 400 orang yang diambil di 5 kecamatan di Kota Malang. Instrumen penelitian yang digunakan adalah kuesioner dengan teknik purposive sampling dan proporsional stratified random sampling. Metode analisis yang digunakan adalah regresi linier berganda. Berdasarkan hasil analisis, karakteristik merek variabel, karakteristik perusahaan, dan karakteristik merek konsumen dari perceraian merek berpengaruh simultan pada loyalitas merek. Sementara itu, efek parsial, hanya karakteristik perusahaan variabel yang tidak memiliki pengaruh signifikan terhadap kepercayaan merek. Karakteristik merek konsumen variabel mempengaruhi loyalitas merek secara dominan. Studi ini menunjukkan bahwa efek kepercayaan merek pada loyalitas merek.

English Abstract

This study aims to explain the variables brand characteristics, company characteristics, and consumer – brand characteristics of brand trust that influence brand loyalty on teenagers consumer of TehBotolSosro in Malang either partially, simultaneously, and which variable that influence dominantly. The number of respondents are 400 people that taken in 5 sub-districts in Kota Malang. Research instrument used was questionnaire with purposive sampling technique and proportionate stratified random sampling. The analytical method used is multiple linear regression. Based on the results of the analysis, the variables brand characteristics, company characteristics, and consumer – brand characteristics of brand trust simultaneous effect on brand loyalty. Meanwhile, the partial effect, only the variable company characteristics does not have a significant effect on brand trust. The variable consumer brand characteristics effect brand loyalty dominantly. This study showed that brand trust effect on brand loyalty.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2015/17/051501442
Subjects: 600 Technology (Applied sciences) > 657 Accounting
Divisions: Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User: Samsul Arifin
Date Deposited: 23 Feb 2015 09:55
Last Modified: 29 Oct 2021 06:03
URI: http://repository.ub.ac.id/id/eprint/107742
[thumbnail of bab1-5.pdf] Text
bab1-5.pdf
Restricted to Registered users only
Download (3MB)
[thumbnail of DAFTAR_ISI.pdf] Text
DAFTAR_ISI.pdf
Restricted to Registered users only
Download (1MB)
[thumbnail of Lembar_Pengesahan.pdf] Text
Lembar_Pengesahan.pdf
Restricted to Registered users only
Download (1MB)
[thumbnail of Daftar_Pustaka_.pdf] Text
Daftar_Pustaka_.pdf
Restricted to Registered users only
Download (1MB)
[thumbnail of LAMPIRAN_I.pdf] Text
LAMPIRAN_I.pdf
Restricted to Registered users only
Download (3MB)
[thumbnail of Cover.pdf] Text
Cover.pdf
Restricted to Registered users only
Download (1MB)

Actions (login required)

View Item View Item