Andoko, Evanny (2020) Kontribusi brand communication dan service quality untuk membangun brand loyalty melalui brand trust pada brand Garuda Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Kepercayaan merek ( brand trust ) adalah ketika konsumen bersedia untuk percaya pada suatu merek dengan segala resikonya karena di benak merek adanya harapan bahwa merek tersebut akan memberikan hasil yang positif kepada konsumen yang pada akhirnya akan menimbulkan kesetiaan terhadap suatu merek ( brand loyalty ). Studi ini mengeksplorasi hubungan antara komunikasi merek dan kualitas layanan dalam konteks relasional dengan penekanan pada pemahaman tentang peran menghubungkan kepercayaan merek dan loyalitas. Penelitian ini bertujuan untuk mengetahui pengaruh brand communication terhadap brand trust pada konsumen Garuda Indonesia, untuk mengetahui pengaruh service quality terhadap brand trust pada konsumen Garuda Indonesia, untuk mengetahui pengaruh brand trust terhadap brand loyalty pada konsumen Garuda Indonesia, untuk mengetahui pengaruh service quality terhadap brand loyalty pada konsumen Garuda Indonesia.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | brand communication; service quality; brand loyalty; brand trust | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 14425 not found. | ||||||||
Date Deposited: | 26 Feb 2021 08:12 | ||||||||
Last Modified: | 26 Feb 2021 08:12 | ||||||||
URI: | http://repository.uph.edu/id/eprint/24020 |
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