PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY STUDI KASUS: BAWANG GORENG SIMBOK

Indah Puspitasari, Sri (2023) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY STUDI KASUS: BAWANG GORENG SIMBOK. Other thesis, STIE Bank BPD Jateng.

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Abstract

This study aims to determine the effect of Brand Image and Brand Trust on Brand Loyalty. This research is included in the quantitative research. The data colection method used was distributing questionnaries with a sampling technique using purposive sampling method. The population in this study were Bawang Goreng Simbok customers and 65 respondents were the sample. The data analysis method used is Partial Least Square (PLS) using the SmartPLS application. Based on the results of the study it can be concluded that Brand Image has positive and significant effect on Brand Loyalty, Brand Image has positive and significant effect on Brand Trust, Brand Trust has positive and significant effect on Brand Loyalty, Brand Image also has positive and significant effect on Brand Loyalty through Brand Trust as a whole indirect.

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty. Penelitian ini termasuk kedalam Penelitian kuantitatif. Metode pengumpulan data yang digunakan adalah penyebaran kuesioner dengan teknik pengambilan sampel menggunakan metode purposive sampling. Populasi pada penelitian ini merupakan pelanggan Bawang Goreng Simbok dan yang menjadi sampel sebanyak 65 responden. Metode analisis data yang digunakan adalah Partial Least Square (PLS) menggunakan aplikasi SmartPLS. Berdasarkan hasil penelitian dapat disimpulkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Brand Loyalty, Brand Image berpengaruh positif dan signifikan terhadap Brand Trust, Brand Trust berpengaruh positif dan signifikan terhadap Brand Loyalty, Brand Image juga berpengaruh positif dan signifikan terhadap Brand Loyalty melalui Brand Trust secara tidak langsung.
Uncontrolled Keywords:	Brand Image, Brand Trust, Brand Loyalty
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	04 Jul 2023 02:01
Last Modified:	04 Jul 2023 02:01
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1087

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