Antesenden dari brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022121002
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Kurniawati
Subyek : Brand communication;Marketing management
Kata Kunci : brand communication, brand image, brand trust, brand preference, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022121002_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022121002_Bab-1.pdf | 6 | |
| 3. | 2017_TA_MJ_022121002_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022121002_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022121002_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022121002_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022121002_Daftar-pustaka.pdf | 3 | |
| 8. | 2017_TA_MJ_022121002_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh Brand Communication,Brand Image, Brand Trust, Brand Preference terhadap Brand Loyalty produk Mie instantIndomie. Sampel yang digunakan dalam penelitian ini berjumlah 201 responden dan dikumpulkan dengan metodepurposive sampling. Pengujian dilakukan dengan metodeStructural Equation Model (SEM). Hasil dari penelitian ini adalah (1) brand Communication berpengaruh positif terhadap Brand Image, (2) Brand Comuunication berpengaruh positif terhadap Brand Image (3) Brand Image berpengaruh positif terhadap Brand Trust ,(4) Brand Trust berpengaruh positif terhadap Brand Preference, (5) Brand Preference berpengaruh positif terhadap Brand Loyalty
T he objective of this study is to examine and analyze the effect of Brand Communication, Brand Image, Brand Trust, Brand Preference towards Brand Loyalty in Product of InstatNoodle Indomie The samples being used in this study is 201 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by usingStructuctural Equation Model(SEM) analysis method. The findings of this study are: (1) Brand Communication has positive effect toward Brand Image, (2) Brand Communication has positive effect toward Brand Trust, (3) Brand Image has positive effect toward Brand Trust (4) Brand Trust has positive effect toward Brand Preference, (5) Brand Preference has positive effect toward Brand Loyalty
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