Khoirunisa, Fatma (2026) Pengaruh Citra Merek, Kualitas Produk, dan Influencer Marketing terhadap Brand Trust Lafiye. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study was motivated by the rapid shift toward digital marketing in Indonesia, which has significantly influenced consumer behavior toward local fashion brands, as well as the growing role of influencers and endorsements in marketing activities. The influence of brand image, product quality, and influencer marketing is explored in this study to determine their effects on Brand Trust without involving additional variables. This research provides practical contributions for local fashion brands, particularly Lafiye, in developing effective digital marketing strategies through strengthening brand image, improving product quality, and optimizing influencer marketing to enhance consumer trust in the brand. This study employed an associative quantitative approach, following data collection, SPSS was utilized for statistical interpretation. The sample set included 150 Lafiye consumers selected through a non-probability procedures, specifically purposive sampling. A questionnaire based approach was utilized for data acquisition, measured by a 5-point Likert scale. The results indicate that Brand Image, Product Quality, and Influencer Marketing simultaneously influence Brand Trust. Moreover, Brand Trust is shown to be positively and significantly influenced by each individual variable. Such evidence suggests that consumer reliance can be heightened through the enhancement of brand identity, superior product quality, and the strategic utilization of influencers. Keywords: Brand Image, Product Quality, Influencer Marketing, Brand Trust, Local Fashion
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fatma Khoirunisa | ||||||||
| Date Deposited: | 25 May 2026 07:49 | ||||||||
| Last Modified: | 25 May 2026 07:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52478 |
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Pengaruh Citra Merek, Kualitas Produk, dan Influencer Marketing terhadap Brand Trust Lafiye. (deposited UNSPECIFIED)
- Pengaruh Citra Merek, Kualitas Produk, dan Influencer Marketing terhadap Brand Trust Lafiye. (deposited 25 May 2026 07:49) [Currently Displayed]
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