Aritonang, Chaterine (2024) PENGARUH ASOSIASI MEREK DAN CITRA MEREK TERHADAP LOYALITAS MEREK MELALUI KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING PADA AZARINE COSMETICS (Studi pada Followers Instagram Azarine Cosmetics). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
In the face of increasingly fierce business competition, companies need to have a strong brand as a unique and attractive identity for consumers. Brand loyalty has a significant role for a company in the midst of business competition. This can also be driven by brand trust built with brand associations and a strong brand image from customers. This study aims (1) to analyse the effect of brand association and brand image on brand trust (2) to analyse the effect of brand association, brand image and brand trust on brand loyalty (3) to analyse the effect of brand association and brand image on brand loyalty through brand trust. This research uses a quantitative approach. With a population of Azarine Instagram followers and a sample of 160 respondents. The sampling technique used in this study was purposive sampling. The data collection technique was carried out using a questionnaire distributed on the Instagram platform. The analysis technique used is partial least squares (PLS) analysis using SmartPLS software. The results of this study indicate that brand association and brand image significantly affect brand trust. Then brand association does not significantly affect brand loyalty. While brand image and brand trust significantly affect brand loyalty. Similarly, brand association and brand image through brand trust significantly affect brand loyalty. The limitation of this research is that the quantitative data only comes from Azarine's Instagram. Therefore, this study does not represent all Azarine customers. For future research, it is necessary to expand the range by using data from TikTok and Azarine Twitter.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Chaterine Aritonang | ||||||||
| Date Deposited: | 05 Feb 2024 02:52 | ||||||||
| Last Modified: | 05 Feb 2024 02:52 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21048 |
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