Nurcahyani, Dina Indah (2024) PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN BRAND TRUST TERHADAP BRAND LOYALTY PENGGUNA SKINCARE SKINTIFIC (Studi Pada Pelanggan Moisturizer Skintific Melalui E-Commerce Shopee di Wilayah Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This research is based on the phenomenon of changes in people's behavior in choosing a brand of beauty product, beauty products are currently playing a major role for most people. Care is an important thing to do to maintain a healthy face and skin. One type of basic care for facial skin is using a moisturizer, one of the well-known moisturizer brands that is widely used by the public, namely the Skintific moisturizer brand. In connection with the competition between many skincare brands, this research was conducted to examine what influences consumers to use brands repeatedly and consistently. The aim of this research is to analyze the influence of brand awareness, brand image, brand trust on brand loyalty among skintific skincare users. This research uses a quantitative method by distributing questionnaires online to 100 respondents. The population in this study involves consumers who have purchased products repeatedly on the Shopee application at least 2 times. Based on data analysis techniques using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis and hypothesis testing with the help of data processing programs using SPSS for Windows version 25. The results of this research show that the f test produces Fcount 9.268 > Ftable 2.698 with a significance of 0.000 <0.05, so H1 is accepted. The T test for the brand awareness variable produces a Tcount of 2.008 which is greater than the Ttable of 1.985, for the brand image variable it produces a Tcount less than the Ttable, namely -1.662<1.985, and for the brand trust variable it produces a Tcount of 3.127 which is greater than the Ttable of 1.985. then from the T test results H3 is rejected, while H2 and H4 are accepted. The conclusion of this research is that brand awareness, brand image and brand trust simultaneously have a significant effect on brand loyalty. However, partially there is no significant influence between brand image and brand loyalty. while brand awareness and brand trust have a significant effect on brand loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration 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: | DINA INDAH NURCAHYANI | ||||||||
| Date Deposited: | 18 Mar 2024 08:49 | ||||||||
| Last Modified: | 18 Mar 2024 08:49 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21484 |
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