Pengaruh Trust In Brand Terhadap Brand Loyality Pada Konsumen Susu Ultra

Wardana, Herditya Wisnu (2010) Pengaruh Trust In Brand Terhadap Brand Loyality Pada Konsumen Susu Ultra. S1 thesis, STIE Indonesia Banking School.

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Abstract

15 ABSTRACT This research is aimed to study empirically the effect of trust in a brand variable which includes brand characteristic, company characteristic and consumer – brand characteristic to brand loyalty. The mark being researched is Ultra Milk, which respondents are take from the customer of Ultra Milik. The result of this research shows that simultaneous variable of trust in a brand have significant effect to brand loyalty, but partially they have not significant effect to brand loyalty. The effect of trust in a brand to brand loyalty is 0.433 with significance level of 0.000. While partially, the effect of trust in a brand variable is as follows: first, the brand characteristic has significant effect to brand loyalty with beta coefficient of 0.310 with significance level of 0.008, where brand characteristic has dominant effect to brand loyalty. Consumer – brand characteristic also has significant to brand loyalty with beta coefficient of 0.228 with significance level of 0.024. The company characteristic has not significant effect to brand loyalty with beta coefficient of 0.191 with significance level of 0.073. n the effort to increase loyalty to brand, the company must increase and maintain trust of customers to the company. Brand characteristic is as one of the most dominant variable must remain to be controlled directly by the company. 15 ABSTRACT This research is aimed to study empirically the effect of trust in a brand variable which includes brand characteristic, company characteristic and consumer – brand characteristic to brand loyalty. The mark being researched is Ultra Milk, which respondents are take from the customer of Ultra Milik. The result of this research shows that simultaneous variable of trust in a brand have significant effect to brand loyalty, but partially they have not significant effect to brand loyalty. The effect of trust in a brand to brand loyalty is 0.433 with significance level of 0.000. While partially, the effect of trust in a brand variable is as follows: first, the brand characteristic has significant effect to brand loyalty with beta coefficient of 0.310 with significance level of 0.008, where brand characteristic has dominant effect to brand loyalty. Consumer – brand characteristic also has significant to brand loyalty with beta coefficient of 0.228 with significance level of 0.024. The company characteristic has not significant effect to brand loyalty with beta coefficient of 0.191 with significance level of 0.073. In the effort to increase loyalty to brand, the company must increase and maintain trust of customers to the company. Brand characteristic is as one of the most dominant variable must remain to be controlled directly by the company. Key Words : trust in a brand, brand characteristic, company characteristic, consumer-brand characteristic, brand loyalty.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 04 Nov 2020 03:14
Last Modified: 04 Nov 2020 03:14
URI: http://repository.ibs.ac.id/id/eprint/1670

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