Juniawan, M. Yogi Tri Sakti (2020) Pengaruh Citra Merek, Persepsi Kualitas dan Kepercayaan Merek Terhadap Loyalitas Merek Bagi Pengguna Smartphone Merek Apple Iphone di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this study was to analyze the effect of Brand Image, Quality Perception and Brand Trust on Brand Loyalty of Iphone users. Data collection methods in this study used a questionnaire. The number of respondents in this study was 100 people with the criteria of using Iphone products for at least 1 year, aged at least 19 years and residing in Surabaya. Data analysis techniques used in this stude are using Structural Equation Modeling (SEM) with Partial Least Square (PLS) and statistical tools WarpPLS 7.0. The results of the analysis in this study explain that Brand Image has a significant positive effect on Brand Loyalty, Perception Quality has a significant positive effect on Brand Loyalty. Brand Trust has a significant effect on 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: | M. YOGI TRI SAKTI JUNIAWAN |
| Date Deposited: | 09 Feb 2021 06:42 |
| Last Modified: | 09 Feb 2021 06:42 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/7408 |
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