ISOM, ABDUL HAKIM (2014) PENGARUH KEPRIBADIAN MEREK TERHADAP KOMITMEN MEREK DENGAN DI MEDIASI OLEH KEPERCAYAAN MEREK PADA PENGGUNA HANDPHONE NOKIA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The brand has a very important role in today's market as a means to build strong bonds (Brand Trust) with the user, providing profitability and sustainability for the company as a result. Brand Tust refers to the level of commitment that is owned by its customers. Brand Trust has the main benefit namely to provide assurance on the existing market share held among the sharp competitors. The purpose of this research was to investigate the effect of Brand Personality toward brand Trust, and the effect of brand Trust toward brand Commitment. This research tested if brand Tust is the intervening variable between the effect of Brand Personality toward brand Commitment. Sample collection technique is used purposive sampling technique with a total sample of 100 respondents. This research performed two analyzes, namely: Descriptive Analysis and Path Analysis (Path Analysis) using SPSS 18. The results of research is that Brand Personality significantly and positively affects the brand Trust and the brand Trust significantly and positively affect the brand Commitment. Brand Trust is proved to be the intervening variable to influence the affect of Brand Personality toward brand Commitment of research Nokia mobile phone users in Surabaya. Key words : Brand Personality, brand Commitment, and Brand Trust
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | Users 211 not found. |
| Date Deposited: | 19 May 2017 08:20 |
| Last Modified: | 19 May 2017 08:20 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1375 |
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