Al Amin, Ichwan Faiz (2022) Pengaruh Keaslian, Citra, Dan Pengalaman Merek Terhadap Loyalitas Merek Dengan Mediasi Kepercayaan Merek Pada Pelanggan Produk Zara Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The purpose of this study was to examine the effect of authenticity, image, and brand experience on brand loyalty by mediating brand trust on zara product customers in Surabaya. The sample that can be processed in the study is 121 respondents with the criteria of a community aged at least 18 - 45 years in Surabaya with a minimum income of IDR 500,000 per month. Data collection techniques in this study using a questionnaire. The sampling technique used in this research is purposive sampling method. The analytical technique used is the partial least square (SEM PLS) structural equation model. The results showed that authenticity, image, and brand experience had a significant positive effect on brand trust; brand trust has a significant positive effect on brand loyalty; brand trust partially mediates the relationship between brand experience and brand loyalty.This study recommends to the public to increase their experience and knowledge about Zara products before making a purchase. Keywords: brand authenticity, brand experience, brand image, 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: | ICHWAN FAIZ AL AMIN |
| Date Deposited: | 12 Jun 2022 14:58 |
| Last Modified: | 12 Jun 2022 14:58 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8959 |
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