Maladewi, Rara Tatum Sakilla Pasha (2024) Pengaruh Product Knowledge, Product Involvement, dan Self-Image Congruence Terhadap Brand Trust Pada Tas Longchamp Le Pliage di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research contributes to a deeper understanding of consumer behavior in the luxury goods market, providing valuable insights for businesses aiming to strengthen brand trust and expand their market presence of Longchamp Le Pliage bags in Surabaya City. The research method employed is quantitative research. Employing online questionnaires disseminated among Longchamp Le Pliage bag users in Surabaya, data was meticulously gathered from a sample comprising 144 respondents. Using multiple linear regression analysis, the research unveils that product knowledge emerges as the paramount determinant of brand trust, closely followed by self-image congruence and product involvement. Thus, the findings of this research indicate that product knowledge, product involvement, and self-image congruence simultaneously and partially influence the brand trust of Longchamp Le Pliage bags in Surabaya City. Furthermore, exploring further factors influencing brand trust is suggested for future research endeavors, aiming to provide a more intricate understanding of consumer behavior within the luxury goods market landscape.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Tatum Sakilla Pasha Maladewi Rara | ||||||||
| Date Deposited: | 31 May 2024 07:18 | ||||||||
| Last Modified: | 31 May 2024 07:18 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23636 |
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