Rahmatin, Devina Zulia (2024) Pengaruh Brand Awareness, Brand Image, dan Word Of Mouth terhadap Brand Loyalty melalui Brand Trust sebagai Variabel Intervening pada Konsumen Body Lotion Vaseline di Kota Mojokerto. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The beauty and skincare industry is now growing. Therefore, a good strategy is needed to be able to follow business developments and compete with other cosmetic companies, one of which is by building brand loyalty. The development of brand loyalty is motivated by several factors, namely the existence of Brand Awareness, Brand Image, Word of Mouth, and Brand Trust. The type of research used by researchers is a type of quantitative research with the population of Mojokerto City residents who are consumers of Vaseline body lotion. The analysis technique used is path analysis. The result of this study is that Brand Awareness and Brand Image affect Brand Trust, while Word of Mouth does not affect Brand Trust. Brand Awareness and Word of Mouth affect Brand Loyalty. While Brand Image and Brand Trust have no effect on Brand Loyalty. Brand Awareness and Brand Image influences Brand Loyalty through Brand Trust. Word of Mouth have no effect on Brand Loyalty through Brand Trust.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Devina Zulia Rahmatin | ||||||||
| Date Deposited: | 31 Jan 2024 07:14 | ||||||||
| Last Modified: | 31 Jan 2024 07:14 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20806 |
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