Pengaruh brand awareness, brand image, brand trust terhadap brand loyalty produk Mie Sedaap

Amisani, Muhammad Ananta Surya (2023) Pengaruh brand awareness, brand image, brand trust terhadap brand loyalty produk Mie Sedaap. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan untuk menguji pengaruh brand awareness terhadap brand loyalty pada produk Mie Sedaap melalui brand image dan brand trust. Penelitian ini menggunakan penelitian jenis kuantitatif sebagai landasan penelitian. Teknik sampling yang digunakan adalah purposive sampling. Populasi dalam penelitian ini adalah orang yang mengetahui produk Mie Sedaap dan melakukan pembelian pada produk Mie Sedaap secara rutin setiap bulannya dengan jumlah sampel sebanyak 300 responden. Analisis data dalam penelitian ini dilakukan menggunakan aplikasi SmartPLS 3.2.9. Hasil dari penelitian ini menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap brand image, brand trust, dan brand loyalty. Penelitian ini juga menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap brand trust dan brand loyalty. Ditemukan pula bahwa brand trust berpengaruh positif dan signifikan terhadap brand loyalty. Kata kunci: brand awareness, brand image, brand trust, brand loyalty Referensi: 108 sumber (1967-2022) / THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, BRAND TRUST ON BRAND LOYALTY OF MIE SEDAAP PRODUCTS (xv + 118 pages: 13 images, 27 tables, 5 appendix) This study aims to examine the effect of brand awareness on brand loyalty in Mie Sedaap products through brand image and brand trust. This study uses quantitative research as the basis for research. The sampling technique used is purposive sampling. The population in this study are people who know Mie Sedaap products and make purchases of Mie Sedaap products regularly every month with a total sample of 300 respondents. Data analysis in this study was carried out using the SmartPLS 3.2.9 application. The results of this study indicate that brand awareness has a positive and significant effect on brand image, brand trust, and brand loyalty. This study also shows that brand image has a positive and significant effect on brand trust and brand loyalty. It was also found that brand trust has a positive and significant effect on brand loyalty. Keywords: brand awareness, brand image, brand trust, brand loyalty References: 108 sources (1967-2022)

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