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Pengaruh Brand Image, dan Brand Service Quality Terhadap Brand Trust Dengan Brand Satisfaction Sebagai Variabel Intervening Pada Bengkel Resmi Auto 2000 Jemur Sari Surabaya

Werembinan, Maria Jeane Carolina (2017) Pengaruh Brand Image, dan Brand Service Quality Terhadap Brand Trust Dengan Brand Satisfaction Sebagai Variabel Intervening Pada Bengkel Resmi Auto 2000 Jemur Sari Surabaya. Masters thesis, STIE Perbanas Surabaya.

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Abstract

The development of the automotive four-wheeled motor vehicles increasingly show progress and improvement in all aspects. Brand image is a business concept that must be monitored constantly by each company. With the existence of positive brand image in the eyes of consumers could increase consumer confidence in the brand. In addition, brand trust can also be formed through the service quality. Then also in increasing consumer trust on brand also need to consider the extent to which consumers satisfied with the brand. This study aimed to examine the influence of brand image and service quality on brand satisfaction in Bengkel Resmi Auto 2000, examine the influence of brand image and service quality on brand trust in Bengkel Resmi Auto 2000, and also examine the influence of brand satisfaction on brand trust in Bengkel Resmi Auto 2000. This study uses a quantitative approach. Sample in this study are service users Bengkel Auto 2000 Jemur Sari Surabaya as much as 95 respondents. Data was collected by distributing questionnaires. Technique analysis used is Partial Least Square (PLS). The results of this study indicate that: (1) Brand Image has influence on Brand Satisfaction in Bengkel Resmi Auto 2000; (2) service quality has influence on brand satisfaction in Bengkel Resmi Auto 2000; (3) brand image has influence on brand trust in Bengkel Resmi Auto 2000; (4) service quality has no significant influence on brand trust in Bengkel Resmi Auto 2000; (5) brand satisfaction has influence on brand trust in Bengkel Resmi Auto 2000. Keywords: Brand Image, Service Quality, Brand Satisfaction, Brand Image

Item Type: Thesis (Masters)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Magister of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 08 Feb 2021 03:52
Last Modified: 08 Feb 2021 06:29
URI: http://eprints.perbanas.ac.id/id/eprint/4021

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