Laila, Nur (2022) PENGARUH BRAND IMAGE DAN BRAND TRUST MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA KONSUMEN SKINCARE MS GLOW DI SURABAYA). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The purpose of this study was to analyze the effect of brand image and brand trust through consumer satisfaction as an intervening variable on consumer loyalty. The research method used in this study is a quantitative method. The population of this study are consumers who have bought and used MS Glow Skincare in Surabaya. The sample of this study used a purposive sampling technique with a total sample of 108 respondents. The data analysis technique used is component-based SEM using PLS with SmartPLS 3.0 software. The results show that brand image has a significant and positive effect on consumer satisfaction, brand trust has an insignificant and positive effect on consumer satisfaction, brand image has a significant and positive influence on consumer loyalty, brand trust has a significant and positive influence on loyalty. consumer satisfaction, consumer satisfaction has a significant and positive effect on consumer loyalty, brand image has a positive and insignificant effect on consumer loyalty through consumer satisfaction as an intervening variable, brand trust has a positive and insignificant effect on consumer loyalty through consumer satisfaction as an intervening variable. Keywords: Brand Image; Brand Trust; Customer Loyalty, Customer Satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | NUR LAILA | ||||||||
| Date Deposited: | 07 Mar 2024 03:33 | ||||||||
| Last Modified: | 07 Mar 2024 03:33 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8689 |
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