Pengaruh Kesadaran Merek, Asosiasi Merek, Kualitas Produk Dan Kepercayaan Merek Terhadap Loyalitas Merek Body Butter Wardah Di Surabaya

Setyaningrum, Novi (2019) Pengaruh Kesadaran Merek, Asosiasi Merek, Kualitas Produk Dan Kepercayaan Merek Terhadap Loyalitas Merek Body Butter Wardah Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this research is to find out and prove the influence of brand awareness, brand association, product quality, and brand trust on brand loyalty. The population of this study were Wardah body butter users in Surabaya. The sampling method is carried out with probability sampling and based on predetermined criteria the number of samples is 84 respondents. The analysis technique used is multiple linear regression using SPSS 16.0. The results of this study indicate that: 1) brand awareness has a significant negative effect on brand loyalty, 2) brand association has no significant positive effect on brand loyalty, 3) product quality has no significant positive effect on brand loyalty 4) brand trust has a significant positive effect on brand loyalty, 5) brand awareness, brand associations, product quality, and brand trust simultaneously influence brand loyalty. Keywords: Brand Awareness, Brand Association, Product Quality, Brand Trust, Brand Loyalty.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 16 Dec 2019 07:01
Last Modified: 16 Dec 2019 07:01
URI: http://eprints.perbanas.ac.id/id/eprint/4285

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