Pengaruh brand logo indentification, overall brand logo benefit terhadap customer loyalty melalui trust dan commitment pelanggan operator seluler global system for mobile

DETAIL KOLEKSI

Pengaruh brand logo indentification, overall brand logo benefit terhadap customer loyalty melalui trust dan commitment pelanggan operator seluler global system for mobile

Oleh : Vella Meidita Tambora

Info Katalog

Nomor Panggil : 2016_TA_MJ_022121036

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Brand logo identification;Overall brand logo benefit

Kata Kunci : trust, commitment, customer loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2016_TA_MJ_022121036.Halaman-Judul.pdf
2.	2016_TA_MJ_022121036-Bab-1.pdf	8
3.	2016_TA_MJ_022121036-Bab-2.pdf
4.	2016_TA_MJ_022121036-Bab-3.pdf
5.	2016_TA_MJ_022121036-Bab-4.pdf
6.	2016_TA_MJ_022121036-Bab-5.pdf
7.	2016_TA_MJ_022121036.Daftar-Pustaka.pdf	12
8.	2016_TA_MJ_022121036-Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand logo identification, overall brand logo benefit terhadap customer loyalty melalui trust dan commitment pelanggan operator seluler Global System for Mobile (GSM). Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) brand logo identification berpengaruh positif terhadap commitment, namun tidak berpengaruh positif terhadap trust, dan customer loyalty, (2) overall brand logo benefit berpengaruh positif terhadap trust, commitment, dan customer loyalty, (3) trust berpengaruh positif terhadap commitment, (4) commitment berpengaruh positif terhadap customer loyalty, (5) pengaruh langsung overall brand logo benefit terhadap commitment lebih kuat dari pada, pengaruh tidak langsung overall brand logo benefit terhadap commitment melalui trust, dan (6) pengaruh langsung overall brand logo benefit terhadap customer loyalty lebih kuat dari pada, pengaruh tidak langsung overall brand logo benefit terhadap customer loyalty melalui trust dan commitment.

T This study aims to examine and analyze the effect of brand identification logos, brand logos overall benefit to the customer loyalty through customer trust and commitment mobile operator Global System for Mobile (GSM). The sample used in this study were 200 respondents and collected by purposive sampling method. Tests conducted by the method of Structural Equation Model (SEM). The results of this study were (1) brand logo identification positive effect on commitment, but no positive effect on trust and customer loyalty, (2) overall brand logo benefit positive effect on trust, commitment, and customer loyalty, (3) trust influential positively to the commitment, (4) commitment, positive effect on customer loyalty, (5) direct influence overall brand logo benefit of the commitment is stronger than, the indirect influence overall brand logo benefit to the commitment through trust, and (6) the direct influence overall brand logo benefit to the customer loyalty is stronger than the influence of indirect benefit to the overall brand logo customer loyalty through trust and commitment.