Pengaruh Kepercayaan Merek, Citra Merek Dan Kesadaran Merek Terhadap Loyalitas Merek Honda Vario di Surabaya

Safitri, Nurul (2017) Pengaruh Kepercayaan Merek, Citra Merek Dan Kesadaran Merek Terhadap Loyalitas Merek Honda Vario di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aims to analyze the influence of brand trust, brand image and brand loyalty to brand loyalty on Honda Vario in Surabaya. The respondents of this study is the user of Honda Vario in Surabaya. The number of samples used 100 respondents selected using purposive sampling technique. The data collection using questionnaires with Likert scale that each have been tested and has fulfilled the validity and reliability requirements. Data analysis used multiple linear regression using is SPSS version 16.0. The results of this study indicates that brand trust, brand image and brand awareness have positive and significant impact on brand loyalty simultaneously. The result of doubled linear regression analysis showed that brand trust has a significant on brand loyalty, brand image not significant to brand loyalty, and brand awareness had a significant on brand loyalty. Keyword : Brand Trust, Brand Image, Brand Awareness, Brand Loyalty

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 10 Jan 2020 06:13
Last Modified: 10 Jan 2020 06:13
URI: http://eprints.perbanas.ac.id/id/eprint/5977

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