Pengaruh brand communication, brand Image terhadap brand loyalty melalui brand trust produk minuman berkarbonasi
Info Katalog
File Repositori
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. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_022122017--Halaman-Judul.pdf | ||
| 2. | 2016_TA_MJ_022122017-_Bab-1.pdf | ||
| 3. | 2016_TA_MJ_022122017_Bab-2.pdf |
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| 4. | 2016_TA_MJ_022122017_Bab--3.pdf | ||
| 5. | 2016_TA_MJ_022122017_Bab-4.pdf |
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| 6. | 2016_TA_MJ_022122017_Bab-5.pdf |
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| 7. | 2016_TA_MJ_022122017--Daftar-Pustaka.pdf | ||
| 8. | 2016_TA_MJ_022122017_Lampiran.pdf |
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P enelitian 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 his 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.
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