Adelia, Nabila (2024) Pengaruh Brand Awareness dan Brand Trust terhadap Brand Loyalty melalui Kepuasan Pelanggan sebagai Variabel Intervening (Studi pada Konsumen Air Minum Aqua 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 awareness and brand trust on brand loyalty through customer satisfaction in Aqua brand bottled drinking water. This research method is quantitative research with the analysis technique used is path analysis through the IBM SPSS Statistics 25 application. The sample used is random sampling with a total of 100 respondents. The results of this study are brand trust affects customer satisfaction. Meanwhile, brand awareness has no effect on customer satisfaction. Brand awareness affects brand loyalty while brand trust and customer satisfaction have no effect on brand loyalty. Brand trust affects brand loyalty through customer satisfaction, while brand awareness has no effect on brand loyalty through customer satisfaction. The data collection technique in this study was a questionnaire, and the sampling technique in this study was purposive sampling. The criteria used are women / men aged ≥ 17 years. Domiciled in Surabaya and have a history of purchasing Aqua brand bottled drinking water products at least twice.
| 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: | Nabila Adelia - | ||||||||
| Date Deposited: | 26 Apr 2024 03:01 | ||||||||
| Last Modified: | 26 Apr 2024 03:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21922 |
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