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Pengaruh evaluasi merek, kepuasan pelanggan, kepercayaan dan hubungan merek terhadap loyalitas merek (kasus pada sariayu)

Lusiana, Lusiana (2018) Pengaruh evaluasi merek, kepuasan pelanggan, kepercayaan dan hubungan merek terhadap loyalitas merek (kasus pada sariayu). Masters thesis, Universitas Pelita Harapan.

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Abstract

Brand loyalty merupakan aspek penting dalam kesuksesan perusahaan. Merek merupakan aset penting dari industri perdagangan maupun jasa. Penelitian ini bertujuan untuk mengetahui pengaruh antara evaluasi merek, kepercayaan konsumen, kepuasan konsumen dan hubungan merek dengan loyalitas merek. Penelitian ini dilakukan dengan metode kuantitatif. Penelitian dilakukan terhadap 150 konsumen produk kosmetik Sariayu yang pernah membeli produk kosmetik merek lain. Pengambilan sampel dengan purposive sampling. Pengambilan data dengan metode survei dengan menggunakan kuesioner elektronik. Data dianalisis dengan SEM-PLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara evaluasi merek dengan loyalitas merek. Terdapat pengaruh positif antara kepercayaan merek dengan loyalitas merek. Terdapat pengaruh positif antara kepuasan merek dengan loyalitas merek. Terdapat pengaruh positif antara hubungan merek dengan loyalitas merek.
Item Type: Thesis (Masters)
Creators:
Creators
NIM
Email
ORCID
Lusiana, Lusiana
NIM01120100182
UNSPECIFIED
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Bernarto, Innocentius
NIDN0320016501
UNSPECIFIED
Additional Information: T 19-15 LUS p
Uncontrolled Keywords: Evaluasi merek ; loyalitas merek ; hubungan merek ; kepuasan ; kepercayaan
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 18 not found.
Date Deposited: 20 May 2021 02:24
Last Modified: 24 May 2022 09:09
URI: http://repository.uph.edu/id/eprint/27559

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