The effect of brand image towards brand trust at Vitaderma Skincare Clinic Medan

Millensia, Mellisa (2021) The effect of brand image towards brand trust at Vitaderma Skincare Clinic Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is to find out whether brand image has an effect towards brand trust at Vitaderma Skincare Clinic Medan. Moreover, this research will also help other researchers to get more knowledge regarding to brand image and brand trust while this research also helps others company to know how to maintain the business with the same field. Brand image is about people’s perception about a brand where if there is a good brand image on a brand it will affect the trust of a brand in customer’s viewpoint. This research is using quantitative approaches as the research design and using IBM SPSS v.25 application where the sample size is 58 samples by using convenient sampling technique. Data analysis on this research consists of descriptive statistics, validity, reliability, classic assumptions test which are normality, heteroskedasticity, linearity test, coefficient correlation, coefficient of determination, linear regression analysis and T-test. The result of research based on T-test, concluded that T-test (0.000) < T- table (0.05) which means that brand image has an effect towards brand trust at Vitaderma Skincare Clinic Medan. In this research, author recommended to enhance brand image by improving the marketing strategic by doing some attractive promotion, inviting some influencer that has influencing beauty services in Indonesia in order to make people recognize the clinic and the brand name well known in Medan./ Tujuan dari penelitian ini adalah untuk mencari tau apakah citra merek berpengaruh terhadap kepercayaan merek di Vitaderma Skincare Clinic Medan. Terlebih lagi, penelitian ini juga membantu para peneliti lain menambah informasi mengenai citra merek dan kepercayaan merek serta membantu para pelaku bisnis untuk mengatur bisnis dengan baik di bidang yang sama. Citra merek merupakan persepsi dari seseorang terhadap suatu brand yang dimana bila citra merek yang dimiliki sebuah perusahaan itu bagus, akan mempengaruhi kepercayaan orang atas merek tersebut. Penelitian ini menggunakan pendekatan kuantitatif sebagai model penelitian dan menggunakan aplikasi IBM SPSS V.25 dimana sampel yang dimiliki adalah sebanyak 58 dengan menggunakan teknik convenient. Analisis data pada penelitian ini mecakup deskriptif statistic, validity, reliability, tes asumsi klasik seperti normality tes, heteroskedasticity, linearity tes, koeffisien determinasi, koeffisien korelasi, linear sederhana, uji T-tes. Hasil penelitian yang didapat berdasarkan uji T-tes adalah T-tes (0.000) < T-tabel (0.05) yang menandakan bahwa citra merek mempunyai pengaruh terhadap kepercayaan merek di Vitaderma Skincare Clinic Medan. Pada penelitian ini, penulis merekomendasi untuk mengembangkan citra merek dengan cara menyusun strategi marketing dengan membuat promosi yang menarik, mengundang influencer dibidang kecantikan di Indonesia untuk mendapatkan perhatian yang banyak serta membuat merek mejadi terkenal di Medan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Millensia, MellisaNIM03013170003mellisamillensia22@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPanggabean, EdwardNIDN0128047902edward.panggabean@lecturer.uph.edu
Uncontrolled Keywords: brand image; brand trust
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 16433 not found.
Date Deposited: 17 Aug 2021 07:35
Last Modified: 18 Jan 2022 04:27
URI: http://repository.uph.edu/id/eprint/41309

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