Pengaruh Trust In A Brand Dan Brand Image Terhadap Brand Loyalty Pada Konsumen Air Minum Dalam Kemasan Merek Aqua Di Kota Semarang

Rosyuliashar, Defani (2012) Pengaruh Trust In A Brand Dan Brand Image Terhadap Brand Loyalty Pada Konsumen Air Minum Dalam Kemasan Merek Aqua Di Kota Semarang. Other thesis, STIE Bank BPD Jateng.

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Abstract

The bottled water producers in Indonesia are competing to create the product and the quality of drinking water in accordance with the wishes of consumers. but lately emerged counterfeiting of brand products, especially the aqua as a marker leader in fake products most devastating of which result in decreased levels of consumer trust in the brand to brand loyalty effect. This situation encourages companies to always consider the brand loyality to the consumers. This research aims to study empirically the effect of the variable trust in a brand which includes the characteristic brand and consumer brand company characteristic variables characteristics an brand image on brand loyality. Brand in meticulous brand of drinking water is aqua, the respondent is taken from the user's existing drinking water aqua city of Semarang. with accidental quota sampling method obtained 140 samples from the entire population residing in the city of Semarang. By using multiple linear regression analysis obtained results that the company brand characteristic characteristic haracteristic consumer brand and brand image in a positive effect on brand loyality. coefficient of determination (adjusted R2) which indicates the size of the goodness of the model for the study was 52,1%.

Item Type: Thesis (Other)
Uncontrolled Keywords: trust in a brand,brand image,brand loyalty.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Art
Depositing User: Magang Magang Siswa
Date Deposited: 20 Feb 2024 03:10
Last Modified: 20 Feb 2024 03:10
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1705

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