Anteseden dari brand loyalty pada peoduk air mineral
Info Katalog
File Repositori
Nomor Panggil : 2016-TA-MJ-022111163
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Adiati Hardjanti
Subyek : Brand communication;Brand attitude;Brand potential
Kata Kunci : brand image, brand trust, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2016_TA_MJ_022111163_Halaman-Judul.pdf1.pdf | ||
| 2. | 2016_TA_MJ_022111163_Bab-1.pdf1.pdf | ||
| 3. | 2016_TA_MJ_022111163_Bab-2.pdf1.pdf |
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| 4. | 2016_TA_MJ_022111163_Bab-3.pdf1.pdf |
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| 5. | 2016_TA_MJ_022111163_Bab-4.pdf1.pdf |
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| 6. | 2016_TA_MJ_022111163_Bab-5.pdf1.pdf |
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| 7. | 2016_TA_MJ_022111163_Daftar-Pustaka.pdf1.pdf | ||
| 8. | 2016_TA_MJ_022111163_Lampiran.pdf1.pdf |
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T ujuan penelitian ini adalah untuk menganalisa Brand Communication terhadap loyalitas suatu merek melalui kepercayaan terhadap suatu merek dan citra merek Data diperoleh dengan cara menyebarkan kuesioner kepada 150 responden di Jakarta, yang telah membeli, mengonsumsi dan melihat iklan. Data yang digunakan adalah Cross-Sectional dan Purposive Sampling sebagai metode pengambilan sempel. Alat analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil pengujian hipotesa menunjukan bahwa Brand Communication, Brand Image mempengaruhi positif terhadap Brand Loyalty melalui Brand Trust. Penelitian ini mendapatkan implikasi bagi perusahaan DANONE (AQUA) untuk menimbulkan loyalitas pada konsumennya, maka perusahaan harus memperhatikan variabel-variabel seperti Brand Communication, Brand Image, Brand Trust dan Brand Loyalty.
T he purpose of this study was to analyze the Brand Communication to the loyalty of a mark by the trust to a brand and brand image data obtained by distributing questionnaires to 150 respondents in Jakarta, which has been bought, consumed and see the ad. The data used are Cross-Sectional and purposive sampling as a method of making sempel. The analysis tool used is Structural Equation Modeling (SEM). The test results show that the hypothesis of Brand Communication, Brand Image positive influence on Brand Loyalty through Brand Trust. The research had implications for the company DANONE (AQUA) to generate loyalty in customers, the company must pay attention to variables such as Brand Communication, Brand Image, Brand Trust and Brand Loyalty.
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