PENGARUH NAMA MEREK KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN KOPI MEREK TORABIKA DI SURABAYA

HARSONO, REZA SONNY (2015) PENGARUH NAMA MEREK KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN KOPI MEREK TORABIKA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Technology and information development in the era of globalization increasingly sophisticate and a long with it. Industry world in Indonesia has developed. The development of tree trade making enterprice Indonesia companies, mainly coffe company is facing increasingly fierce competition in determining of marketing strategies to get successful. Therefore the companies are required to always be able to create, maintain and increase the customer trusted of the offered products, the purpose of this research is to determine wheter there is influence between brand name, Brand Trust, to customer Loyalty Torabika coffee brand in Surabaya. Sampel in the research were 100 respondents from the coffe customer s who has aged 19 years and had bought Torabikacoffe brand in the last 3 months, The sampling technique is using purposive sampling method. The type of data used are primary data and multiple regression analysis. The result showed that. Brand name significantly influence brand coffee brand loyalty Torabika in Surabaya. And Brand Trust not significant effect on brand loyalty brand coffeTorabika in Surabaya. Suggestion can be submitted is the quality of the products offered by producers Torabika better able to establish confidence in the brand. Keywords : Brand Name, Brand Trust, 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: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 19 Apr 2017 05:21
Last Modified: 19 Apr 2017 05:21
URI: http://eprints.perbanas.ac.id/id/eprint/889

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