Sasikirana, Syaiba Ezra Azalia (2023) Pengaruh Brand Trust dan Brand Image Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Produk White Diary di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Cosmetics and body care are the main needs for most women in this era. In business competition, brand trust and brand image can affect customer satisfaction and loyalty to the purchase of a product. This study aims to determine the influence of brand trust and brand image on customer loyalty through customer satisfaction in White Diary products in Surabaya City. This study uses quantitative methods with descriptive research types and uses Likert scale as a measurement. Samples were taken using purposive sampling techniques with a total of 100 respondents. The analysis technique in this study is descriptive and path analysis (Path Analysis) with the Statistical Package for the Social Sciences program (IBM SPSS 29). The results of this study are brand trust variables and brand image have a significant effect on customer satisfaction, brand trust and brand image have a significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty, brand trust Significant effect on customer loyalty through customer satisfaction as an intervening variable, and brand image has a significant effect on customer loyalty through customer satisfaction as an intervening variable.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Syaiba Sasikirana | ||||||||
| Date Deposited: | 24 Jul 2023 08:24 | ||||||||
| Last Modified: | 24 Jul 2023 08:24 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16108 |
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