Brand communication, brand image, and brand trust effect towards brand loyalty for iPhone x

Tanujaya, Ramotti Calvien and Mashill, Shari (2019) Brand communication, brand image, and brand trust effect towards brand loyalty for iPhone x. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (title) title.pdf.PDF Available under License Creative Commons Attribution Non-commercial Share Alike. Download (915kB) | Preview
Preview	Text (abstract) Abstract.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (515kB) | Preview
Preview	Text (ToC) Toc.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter 1.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter3.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter4) Chapter4.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5) Chapter5.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Bibliography) Bibliography.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (973kB) | Preview
	Text (Appendices) Appendices.pdf.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

The study’s purpose to find the signifcance relationship between the dependent and independent variables using Smart PLS method. Where as the brand communication will have effect on brand image and brand trust positively, where brand image will aslo influence brand trust positively. Lastly, the brand trust will effect the brand loyalty positively. And these influences the factors that customers will take into account regarding the purchase of smartphone. This study is to determine the significance of brand communication, brand image, brand trust and brand loyalty on a smartphone brand. The brand loyalty for a smartphone brand will play the biggest factor in the companys’ revenue gain or loss. Data used in this study are primary and secondary data. The research is done in Indonesia, more specifically in Universitas Pelita Harapan Karawaci with 131 and more respondents as the population for the data. The result from Smart-PLS and data collected from 131 people shows that Brand Communication, Brand Image, and Brand Trust have a positive effect towards Brand Loyalty for iPhone X. / Tujuan penelitian untuk menemukan hubungan signifikansi antara variabel dependen dan independen dengan mengunakan metode Smart PLS. Sedangkan komunikasi merek akan berdampak pada citra merek dan kepercayaan merek secara positif, di mana citra merek juga akan memengaruhi kepercayaan merek secara positif. Terakhir, kepercayaan merek akan mempengaruhi loyalitas merek secara positif. Dan ini memengaruhi faktor-faktor yang akan dipertimbangkan pelanggan tentang pembelian smartphone. Penelitian ini adalah untuk mengetahui pentingnya komunikasi merek, citra merek, kepercayaan merek dan loyalitas merek pada merek smartphone. Loyalitas merek untuk merek ponsel cerdas akan memainkan faktor terbesar dalam untung atau rugi pendapatan perusahaan. Data yang digunakan dalam penelitian ini adalah data primer dan sekunder. Penelitian ini dilakukan di Indonesia, lebih khusus di Universitas Pelita Harapan Karawaci dengan 130 responden dan lebih banyak sebagai populasi untuk data. Hasil dari Smart-PLS dan pengumpulan data 131 responden menyatakan bahwa Komunikasi Merek, Citra Merek, dan Kepercayaan Merek berdampak positif terhadap Loyalitas Merek iPhone X.

Actions (login required)

View Item