Islami, Erristya Elok Cahya (2021) Peran Moderasi Hubungan Dengan Merek Pada Pengaruh Kepercayaan Terhadap Loyalitas Merek Pelanggan Bukalapak Di Twitter. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine the effect of brand trust, brand loyalty, and brand relationships of Bukalapak customers on Twitter in the East Java region of Indonesia. The sampling technique used in this study uses purposive sampling (judgement sampling). Data collections technique used a questionnaire by distributing 140 questionnaire in East Java, Indonesia. The independent variable is brand trust, the dependent variable is brand loyalty, and the moderator variable is brand relationship. The result of this study are brand trust has a significant effect on customer brand loyalty. And brand relationship doesn’t moderate the effect of brand trust on brand loyalty. Technical analysis of the data in this study using descriptive analysis and statistical analysis using Structural Equation Modelling (SEM). Keywords : Brand Trust, Brand Loyalty, Brand Relationship
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ERRISTYA ELOK CAHYA ISLAMI |
| Date Deposited: | 08 Dec 2023 05:29 |
| Last Modified: | 08 Dec 2023 05:29 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11600 |
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