Laksono, Andrian Wahyu (2020) Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Produk Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui pengaruh brand image, brand trust, dan quality product terhadap brand loyalty pada pelanggan Geprek Bensu di Kota Malang. Jenis Penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 195 responden dimana penyebaran kuisioner dilaksanakan di Kota Malang. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responde yang berdomisili di Kota Malang atau menetap sementara di Kota Malang, berusia minimal 17 tahun, merupakan pelanggan Geprek Bensu yag mempunyai pengetahuan atau pernah mendapatkan informasi secara online tentang Geprek Bensu, dan melakukan pembelian produk Geprek Bensu minimal 3x (tiga kali). Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 20. Hasil analisis yang didapat dalam penelitian ini adalah Brand Image berpengaruh signifikan terhadap Brand Loyalty, Brand Trust berpengaruh signifikan terhadap Brand Loyalty, dan Quality Product berpengaruh signifikan terhadap Brand Loyalty. Berdasarkan hasil uji t didapatkan bahwa variabel Quality Product mempunyai nilai t hitung dan koefisien beta yang paling besar. Sehingga variabel Quality Product mempunyai pengaruh yang paling kuat dibandingkan dengan variabel yang lainnya maka variabel Quality Product mempunyai pengaruh yang dominan terhadap Brand Loyalty.
English Abstract
This study aims to determine the effect of brand image, brand trust, and product quality on brand loyalty in Geprek Bensu customers in Malang. This type of research is explanatory research that explains or proves the relationship or influence between independent and dependent variables. This study used a sample of 195 respondents where the distribution of questionnaires was carried out in Malang. Sampling using non-probability sampling method with purposive sampling technique. The sample consisted of respondents who lived in Malang City or settled temporarily in Malang City, at least 17 years old, were Geprek Bensu customers who had knowledge or had obtained information online about Geprek Bensu, and made purchases of Geprek Bensu products at least 3 times (three times). Data analysis using Multiple Linear Regression Analysis using SPSS ver. 20. The results of the analysis obtained in this study are Brand Image has a significant effect on Brand Loyalty, Brand Trust has a significant effect on Brand Loyalty, and Product Quality has a significant effect on Brand Loyalty. Based on the results of the t test it was found that the Quality Product variable had the largest t value and the beta coefficient. So that the Product Quality variable has the strongest influence compared to other variables, the Quality Product variable has the dominant influence on Brand Loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020038 |
| Uncontrolled Keywords: | Brand Image, Brand Trust, Quality Product, |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 08 Feb 2021 15:29 |
| Last Modified: | 11 Apr 2023 03:47 |
| URI: | http://repository.ub.ac.id/id/eprint/182730 |
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