Indrajati, Luqman Aziz Mahardhika (2021) The Effect Of Brand Image, Brand Trust, And Brand Personality Towards Customer Loyalty (A Study On Samsung Smartphone Users In Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek, Kepercayaan Merek dan Kepribadian Merek terhadap Loyalitas Konsumer studi pada pengguna Samsung Smartphone di lingkungan Universitas Brawijaya. Penelitian eksplanatori ini menjelaskan hubungan dan pengaruh antara satu variabel dengan variabel lainnya melalui pengujian hipotesis. Penelitian ini mengumpulkan sampel 160 responden melalui survei online. Sampel penelitian ini terdiri dari responden menggunakan Samsung Smartphone dan juga Mahasiswa Universitas Brawijaya. Analisis data yang digunakan dalam penelitian ini adalah Analisis Regresi Linier Berganda. Dari hasil pengujian tiga hipotesis, dapat disimpulkan bahwa variabel pengaruh Citra Merek, Kepercayaan Merek dan Kepribadian Merek berpengaruh signifikan terhadap Loyalitas Konsumer. Penelitian ini mengimplikasikan bahwa memerhatikan Citra Merek, Kepercayaan Merek dan Kepribadian Merek dari Samsung Smartphne yang tepat akan meningkatkan keputusan pembelian konsumennya
English Abstract
This research aims to discover the impact of Brand Image, Brand Trust and Brand Personality towards Customer Loyalty of Samsung Smartphone user in Brawijaya University area. This explanatory research explains the relationship and the influence between one variable and another through hypothesis testing. This research collected sample of 160 respondents via online survey. The sample of this research consists of the respondents are currently use Samsung Smartphone and the students from Brawijaya University. The data analysis used in this research was the Multiple Linear Regression Analysis. From the results of testing seven hypotheses, it can be concluded that the variable of Brand Image, Brand Trust and Brand Personality have a significant influence on the Customer Loyalty. This research implied that proper maintenance of the Brand Image, Brand Trust and Brand Personality of Samsung Smartphone would increase their consumers' Customer Loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020077 |
| Uncontrolled Keywords: | Pengaruh Citra Merek, Kepercayaan Merek dan Kepribadian Merek , Loyalitas Konsumer, Brand Image, Brand Trust and Brand Personality, Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 05 Nov 2021 02:03 |
| Last Modified: | 25 Feb 2022 01:28 |
| URI: | http://repository.ub.ac.id/id/eprint/186525 |
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