Pengaruh Utilitarian Value Dan Hedonic Value Terhadap Attitudinal Loyalty Melalui Brand Trust Susu Ultra High Temperature (UHT)

Anggraeni, Zahra (2015) Pengaruh Utilitarian Value Dan Hedonic Value Terhadap Attitudinal Loyalty Melalui Brand Trust Susu Ultra High Temperature (UHT). S1 thesis, STIE Indonesia Banking School.

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Official URL: http://lib.ibs.ac.id/index.php?p=show_detail&id=25...

Abstract

Attitude is an internal state or a state that still exist in human. Internal state in the form of confidence gained from the process of accommodation and assimilation of knowledge they get, while the loyalty which means devotion. When consuming a product brand, the attitudinal loyalty of the consumer will arise because there is a trust of consumer. Brand trust affected by the value that weighs in turn will encourage consumer attitudinal loyalty. This research is categorized as survey research with descriptive analysis method by taking sample and using questionnaire as the main data. The sample in this research is some of UltraMilk consumer. The respondents are chosen by using nonprobability sampling and convenience sampling techniques. This research has a result of analysis using Structural Equation Modelling (SEM). The result of this research would be summarized as, utilitarian value has positive and significant influence on brand trust, hedonic value has positive and significant influence on brand trust, brand trust has positive and significant influence on attitudinal loyalty. Keywords: utilitarian value, hedonic value, brand trust, attitudinal 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: 08 Aug 2020 13:48
Last Modified: 26 Aug 2020 09:42
URI: http://repository.ibs.ac.id/id/eprint/746

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