Pengaruh brand communication, brand Image terhadap brand loyalty melalui brand trust produk minuman berkarbonasi

DETAIL KOLEKSI

Pengaruh brand communication, brand Image terhadap brand loyalty melalui brand trust produk minuman berkarbonasi

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Oleh : Devi

Info Katalog

Nomor Panggil : 2016-TA-MJ-022122017

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Trust carbonated beverage;Brand image positive

Kata Kunci : brand communication, brand trust, brand loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2016_TA_MJ_022122017--Halaman-Judul.pdf
2.	2016_TA_MJ_022122017-_Bab-1.pdf	11
3.	2016_TA_MJ_022122017_Bab-2.pdf
4.	2016_TA_MJ_022122017_Bab--3.pdf	16
5.	2016_TA_MJ_022122017_Bab-4.pdf
6.	2016_TA_MJ_022122017_Bab-5.pdf
7.	2016_TA_MJ_022122017--Daftar-Pustaka.pdf	4
8.	2016_TA_MJ_022122017_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand communication, brand image terhadap brand loyalty melalui brand trust Produk Minuman Berkarbonasi. Sampel yang digunakan dalam penelitian ini berjumlah 160 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) brand communication berpengaruh positif terhadap terhadap brand trust, (2) brand image berpengaruh positif terhadap brand trust, (3) brand communication berpengaruh positif terhadap brand loyalty, (4) brand image berpengaruh positif terhadap brand loyalty, (5) brand trust berpengaruh positif terhadap brand loyalty.

T This study aims to examine and analyze the influence of brand communication, brand image on brand loyalty through brand trust Carbonated Beverage. The sample used in this research is 160 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 communication positive effect on the brand trust, (2) brand image positive effect on brand trust, (3) brand communication positive effect on brand loyalty, (4) brand image positive effect on brand loyalty, (5) brand trust positive effect on brand loyalty.