IRHAM, AKHMAD MUZAKKY (2020) PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN. Undergraduate thesis, UPN "VETERAN" JATIM.
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Abstract
Chatime is one of the most famous beverage brands in the world. Brand is an important name for a product or service. Brand is a symbol and indicator of the quality of a product. Brands that have long been known by consumers will become an image, even a status symbol for the product. So it is not surprising that brands are often used as a criterion for evaluating a product. This reason is used as a reference by companies to strengthen their brand position in order to create a positive brand image and brand trust. The research objective, entitled "The Influence of Brand Image and Brand Trust on Customer Loyalty" (Case study of customers of Chatime Darmo Surabaya) is to determine the simultaneous and partial effect of brand image and brand trust on customer loyalty of Chatime Darmo Surabaya. This type of research uses a quantitative approach. The sample used is 100 respondents from the customer population of Chatime Darmo Surabaya products. The analysis technique used is multiple linear regression analysis techniques. The results of this study are the results of the test Fcount 16.859> Ftable 3.09 shows that the brand image variable (X) and brand trust have a simultaneous effect on customer loyalty (Y). The T test results show the variable brand image (X1) Tcount 7,783> Ttable 1,984, brand trust (X2) Tcount 5,135> Ttable 1,984 so that there is a partial influence on customer loyalty (Y). Keywords: brand image, brand trust, customer loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 25 May 2021 04:45 | ||||||||
| Last Modified: | 25 May 2021 04:45 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1734 |
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