Maulana, Muhammad Ilham (2022) Pengaruh Media Trust, Persuasion Knowledge, Brand Authenticity, Brand Image Terhadap Brand Trust Pada Aplikasi Game Mobile Legends Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to determine the effects of media trust, persuasion knowledge, brand authenticity, brand image through brand trust on the Mobile Legends game application in Surabaya. This study using purposive sampling based on Structural Equation Modelling-Partial Least Square (SEM-PLS). A number of 100 respondents using a likert scale. This result shows that media trust has a significant influence on persuasion knowledge. Persuasion knowledge has a significant influence on brand trust. Brand authenticity significant influence on brand trust. Brand image have a significant effect on brand trust.
| 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: | MUHAMMAD ILHAM MAULANA |
| Date Deposited: | 30 Jun 2022 08:49 |
| Last Modified: | 30 Jun 2022 08:49 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8928 |
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