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Analysis of Brand Trust, Brand Image, and Brand Satisfaction on Brand Loyalty and Repurchase Intention

Rahman, Susetyo Hendri (2017) Analysis of Brand Trust, Brand Image, and Brand Satisfaction on Brand Loyalty and Repurchase Intention. Masters thesis, STIE Perbanas Surabaya.

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Abstract

satisfaction on brand loyalty and repurchase intention of Jawa Pos newspaper in Surabaya City. According to literature review, the hypothesis of this research stated that brand trust, brand image, and brand satisfaction influenced brand loyalty. In addition, the results of the literature review showed that brand loyalty influenced repurchase intention. The data of this research were collected by using questionnaires from respondents consisting of 210 customers of Jawa Pos newspaper in Surabaya City. Hypothesis testing technique was performed by using structure equation model (SEM) analysis with SmartPLS statistic application. The results of this research indicated that brand trust, brand image, and brand satisfaction had a positive influence on brand loyalty and brand loyalty had positive influence on repurchase intention. Specifically, this research showed that loyal customers will continuously have repurchase intention. KEY WORDS Image, trust, satisfaction, loyalty, brand, repurchase intention.

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: 05 Feb 2021 02:27
Last Modified: 05 Feb 2021 03:05
URI: http://eprints.perbanas.ac.id/id/eprint/4903

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