Pengaruh Promosi Dan Kepercayaan Konsumen Terhadap Citra Merek Pada Tenun Troso Jepara

Arzaqiana, Nadhivia and , Titik Ulfatun, S.Pd., M.Ed. (2023) Pengaruh Promosi Dan Kepercayaan Konsumen Terhadap Citra Merek Pada Tenun Troso Jepara. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of promotion on the brand image of Jepara Troso weaving, to determine the effect of consumer trust on the brand image of Jepara Troso weaving, and to determine the effect of promotion and consumer trust on the brand image of Jepara Troso weaving. This research was conducted at Troso Weaving, Troso Village, Pecangaan District, Jepara Regency, which was conducted from June 2022 – October 2022. This type of research is a quantitative study with a population of all consumers at Jepara Troso Weaving. Sampling of 100 respondents using a cross sectional where data is collected at a certain time period by determining the sample first. The results show that: 1) There is a positive influence of the Promotion variable on Brand Image for consumers of Troso Jepara Weaving, with an effective contribution of 19%. 2) There is a positive influence of the consumer trust variable on brand image in Jepara Troso Weaving, with an effective contribution of 11%. 3) There is a positive influence simultaneously on the Promotion and Consumer Trust variables on Brand Image on Troso Jepara Weaving, with an effective contribution of the Promotion variable of 19% and the consumer trust variable of 11% with a coefficient of determination (R 2 ) of 60.2%,while the rest is influenced by other variables not examined.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Promotion, Consumer Trust, Brand Image in Jepara Troso Weaving
Subjects:	L Education > L Education (General) L Education > LC Special aspects of education > LC5301 Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	NADHIVIA ARZAQIANA
Date Deposited:	27 Jan 2023 03:11
Last Modified:	08 Feb 2023 05:34
URI:	http://eprints.ums.ac.id/id/eprint/107522

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