Cahyani, Sonia Ayu (2024) Pengaruh Brand Image, Kepercayaan Merek, dan Kualitas Produk Terhadap Loyalitas Merek Kosmetik Maybelline (Studi Pada Pelanggan Produk Lipstik Maybelline di Wilayah Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the current era of globalization, technological advancements are rapidly evolving, compelling companies, especially in the skincare sector, to compete in introducing their products. The aim of this research is to determine the influence of brand image, brand trust, and product quality on brand loyalty. The population in this study consists of all customers of Maybelline lipstick products in the Surabaya city area. Sampling in this research was conducted using non-probability sampling method, specifically purposive sampling technique. The sample size for this study was 200 respondents. The data analysis techniques employed in this research include validation test, reliability test, normality test, multicollinearity test, heteroskedasticity test, multiple linear regression analysis, simultaneous test, partial test, and coefficient of determination test. The results of this study indicate that the variables of Brand Image, Brand Trust, and Product Quality collectively influence Brand Loyalty. The brand image variable does not have a significant influence on brand loyalty. The brand trust variable has a positive and significant influence on brand loyalty. The product quality variable also has a positive and significant influence on brand loyalty. keywords: Brand Image, Brand Trust, Product Quality, Brand Loyalty, Cosmetics
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Sonia Ayu Cahyani Mutasim | ||||||||
| Date Deposited: | 26 Apr 2024 08:44 | ||||||||
| Last Modified: | 26 Apr 2024 08:44 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22301 |
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