Rachmasiam, Febrinia (2017) Pengaruh Kualitas Produk, Kepercayaan Merek Dan Citra Merek Terhadap Loyalitas Merek Smartphone Samsung Di Surabaya (Studi Kasus Pada Samsung Tipe Galaxy J5). Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
product has a very good quality and has different features than other smartphones. Samsung has gained confidence and a good image when compared with other brands in its class. This study aims to analyze the effect of product quality, brand trust, and brand image to the loyalty of samsung smartphone brand in Surabaya. The sample in this study is the sample respondents in this study are Samsung smartphone users with type Galaxy J5 Surabaya area. The number of samples used in as many as 80 respondents obtained through an offline questionnaire and using convenience sampling and purposive sampling techniques. The analysis tool used is SPSS version 16.0. The result of the research shows that product quality variable have positive effect not significant to brand loyalty, brand trust have significant positive effect to brand loyalty, and brand image have significant positive effect to brand loyalty. Keyword : Product Quality, Brand Trust, Brand Image, and Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 19 Dec 2019 09:07 |
| Last Modified: | 19 Dec 2019 09:07 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5720 |
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