Zulianti, Rohma Kusuma (2024) Pengaruh Brand Awareness, Brand Image, Dan Brand Trust Terhadap Brand Loyalty Pada Pelanggan Produk Kosmetik Make Over Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine and analyze the influence of brand awareness, brand image and brand trust on brand loyalty among customers of Make Over cosmetic products in the city of Surabaya. The population in this study were customers who purchased Make Over cosmetic products in the city of Surabaya. The sample used was 100 taken using purposive sampling and cluster sampling techniques. Data analysis in this research is "Multiple Linear Regression" with SPSS 27 as a tool. The results of the analysis show that 1. Simultaneously Brand awareness, Brand image and Brand trust have a significant effect on Brand loyalty among customers of Make Over cosmetic products in the city of Surabaya, 2. Partially Brand awareness has a significant effect on Brand loyalty among customers of Make Over cosmetic products in Surabaya. Surabaya city, 3. Partially Brand image has a significant effect on Brand loyalty among customers of Make Over cosmetic products in the city of Surabaya, 4. Partially Brand trust has a significant influence on Brand loyalty among customers of Make Over cosmetic products in Surabaya city. Keywords: Brand Awareness, Brand Image, Brand Trust, Brand Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rohma Yanti Rohma | ||||||||
| Date Deposited: | 18 Mar 2024 02:58 | ||||||||
| Last Modified: | 18 Mar 2024 02:58 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21449 |
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