Ayuningtyas, Arum and , Dr. Moechammad Nasir, S.E., M.M. (2023) Pengaruh Brand Reputation, Brand Image, Dan Brand Satisfaction Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening Pada Mie Instan Merek Lemonilo Di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of brand reputation, brand image, and brand satisfaction on brand loyalty with brand trust as an intervening variable in Lemonilo brand instant noodles. The population in this study was carried out on all urban residents in Solo Raya and consumers who had bought and consumed Lemonilo noodles. This research is a survey research with a quantitative approach using primary data types through filling out questionnaires distributed using the Google Form. The sample in this study consisted of 200 respondents who were taken by non-probability sampling technique using purposive sampling and then analyzed using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS) with the help of SmartPLS software. The results of the study found that: (1) brand reputation has a positive and significant effect on brand trust, (2) brand image has a positive and significant effect on brand trust, (3) brand satisfaction has a positive and significant effect on brand trust, (4) brand trust has no significant effect on brand loyalty, (5) brand reputation has a positive and significant effect on brand loyalty, (6) brand image has a positive and significant effect on brand loyalty, (7) brand satisfaction has a positive and significant effect on brand loyalty , (8) brand trust does not play a role in mediating the influence between brand reputation, brand image, brand satisfaction on brand loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | brand reputation, brand image, brand satisfaction, brand trust, brand loyalty |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ARUM AYUNINGTYAS |
| Date Deposited: | 17 Feb 2023 07:48 |
| Last Modified: | 17 Feb 2023 07:48 |
| URI: | http://eprints.ums.ac.id/id/eprint/110002 |
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