Pengaruh tingkat brand awareness terhadap tingkat kepercayaan dan brand loyalty masyarakat Kemang terhadap brand jam tangan Matoa = The influence of the level of brand awareness on the level of trust and brand loyalty of the Kemang community on the Matoa watch brand

Kamara, Shakti (2022) Pengaruh tingkat brand awareness terhadap tingkat kepercayaan dan brand loyalty masyarakat Kemang terhadap brand jam tangan Matoa = The influence of the level of brand awareness on the level of trust and brand loyalty of the Kemang community on the Matoa watch brand. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study aims to determine the effect of the level of brand awareness on the level of trust and brand loyalty to the matoa watch brand, either partially or simultaneously. This research is a survey research using a questionnaire as an instrument. The population used in this study were all users or users who had used matoa jam products in Jakarta. The sample used by the researcher is all customers who use Matoa products. Sampling using nonprobability sampling technique. The researcher uses purposive sampling, which is a sampling technique in which an individual chooses based on a personal assessment of some appropriate characteristics of the sample members. Empirical data are then used using the Structural Equation Modeling approach to test the number of hypotheses that will be tested. /Penelitian ini bertujuan untuk mengetahui pengaruh tingkat brand awarness terhadap tingkat kepercayaan dan brand loyalty responden terhadap brand jam tangan matoa baik secara parsial maupun simultan terhadap. Penelitian ini merupakan penelitian survei dengan menggunakan kuesioner sebagai instrumennya. Populasi yang digunakan dalam penelitian ini adalah seluruh konsumen pengguna atau yang sudah pernah menggunakan produk jam matoa di Jakarta. Sampel yang digunakan peneliti adalah seluruh pelanggan menggunakan product Jam Tangan Matoa. Penarikan sample menggunakan teknik nonprobability sampling. Peneliti menggunakan purposive sampling, yaitu sebuah teknik pemilihan sampel dimana seorang individu memilih sampel berdasarkan penilaian pribadi mengenai beberapa karakteristik yang sesuai dari anggota sampel. Data empiris yang kemudian diolah menggunakan pendekatan Structural Equation Modeling Untuk menguji jumlah Hopotesis yang akan di ajukan

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