Antecedents of brand loyalty to smart phone brands in Indonesia
Info Katalog
File Repositori
Nomor Panggil : 022001900017
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Adiati Hardjanti
Subyek : Brand loyaty;Marketing management;Brand name products
Kata Kunci : perceived quality; brand trust; brand knowledge; consumer satisfaction; and brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001900017_Halaman-Judul.pdf | 10 | |
| 2. | 2023_TA_SMJ_022001900017_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001900017_Bab-1-Pendahuluan.pdf | -1 | |
| 4. | 2023_TA_SMJ_022001900017_Bab-2-Tinjauan-Pustaka.pdf | 29 |
|
| 5. | 2023_TA_SMJ_022001900017_Bab-3-Metode-Penelitian.pdf | 19 |
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| 6. | 2023_TA_SMJ_022001900017_Bab-4-Analisis-dan-Pembahasan.pdf | 14 |
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| 7. | 2023_TA_SMJ_022001900017_Bab-5-Simpualan.pdf | 4 |
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| 8. | 2023_TA_SMJ_022001900017_Daftar-Pustaka.pdf | 4 | |
| 9. | 2023_TA_SMJ_022001900017_Lampiran.pdf | 21 |
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P enelitian ini bertujuan menguji dan menganalisis perceived quality terhadapbrand trust, brand trust terhadap brand knowledge, perceived quality terhadapcustomer satisfaction, brand trust terhadap customer satisfaction, dan brandknowledge terhadap customer satisfaction serta terakhir menguji customer satisfactionterhadap brand loyalty pada konsumen yang menggunakan smartphone dengan merekiPhone, Samsung, Vivo, Oppo, dan Xiaomi. Sampel yang digunakan dalam penelitianini berjumlah 264 responden. Teknik pengambilan sampel yang digunakan adalahpurposive sampling. Data dianalisis menggunakan metode Structural Equation Model(SEM). Hasil dari penelitian ini adalah: (1) Perceived Quality berpengaruh positifterhadap Brand Trust, (2) Brand Trust berpengaruh positif terhadap Brand Knowledge,(3) Perceived Quality berpengaruh positif terhadap Customer Satisfaction, (4) BrandTrust berpengaruh positif terhadap Customer Satisfaction, (5) Brand Knowledgeberpengaruh positif terhadap Customer Satisfaction, dan (6) Customer Satisfactionberpengaruh positif terhadap Brand Loyalty.
T his study aims to test and analyze the perceived quality on brand trust, brandtrust on brand knowledge, perceived quality on customer satisfaction, brand trust oncustomer satisfaction, and brand knowledge on customer satisfaction and finally testcustomer satisfaction on brand loyalty in consumers who use smartphones withiPhone, Samsung, Vivo, Oppo and Xiaomi. The sample used in this study amounted to264 respondents. The sampling technique used was purposive sampling. Data wereanalyzed using the Structural Equation Model (SEM) method. The results of this studyare: (1) Perceived Quality has a positive effect on Brand Trust, (2) Brand Trust has apositive effect on Brand Knowledge, (3) Perceived Quality has a positive effect onCustomer Satisfaction, (4) Brand Trust has a positive effect on Customer Satisfaction,(5) Brand Knowledge has a positive effect on Customer Satisfaction, and (6) CustomerSatisfaction has a positive effect on Brand Loyalty.
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