Fajaramadhan, Abie (2024) Pengaruh Promosi, Citra Merek, Persepsi Kualitas, Dan Kepercayaan Merek Terhadap Loyalitas Merek Pada Produk Bear Brand Di Surabaya. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The purpose of this research is to test and analyze the influence of promotion, brand image, quality perception, brand trust on brand loyalty for Bear Brand products in Surabaya. The research methodology used in this study used 130 samples collected through questionnaires and distributed in Surabaya. Respondents' responses were analyzed using descriptive analysis using SPSS 26.00 and statistical analysis using WarpPLS 7.0. The research results show that promotion, brand image, perceived quality and brand trust have a significant positive effect on brand loyalty. Promotion, brand image and perceived quality have a significant positive effect on brand trust. The study implication of this research is to develop strategies used by PT Nestle Indonesia in the future, especially in improving quality in dealing with competence in the liquid milk industry in ready-to-drink packages by building a good brand image, promotion and perception of quality so as to increase brand trust. and brand loyalty in liquid milk in ready-to-drink packaging.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 659 - ADVERTISING & PUBLIC RELATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 08 Aug 2024 04:24 |
| Last Modified: | 08 Aug 2024 04:24 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12752 |
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