Analisis Brand Characteristic, Company Characteristic, Dan Consumer-Brand Characteristic Terhadap Brand Trust Susu Segar Shi Jack Di Kota Surakarta

Setiyawan, Bayu Dwi and , Drs. Moehammad Nasir, MM (2016) Analisis Brand Characteristic, Company Characteristic, Dan Consumer-Brand Characteristic Terhadap Brand Trust Susu Segar Shi Jack Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research was conducted in Fresh Milk Shi Jack, with the purpose of examining and analyzing the effect of Brand Characteristic of the Brand Trust consumers Fresh Milk Shi Jack, test and analyze the Company Characteristic of the Brand Trust consumers Fresh Milk Shi Jack, test to analyze the influence of Consumer-Brand Characteristic of the Brand Trust Fresh Milk consumers Jack Shi, test to analyze the influence of the Brand Characteristic, Characteristic Company, and consumer-Brand Characteristic of the Brand Trust Fresh Milk consumers Shi Jack. This study used a sample of 100 respondents, the method of data collection using the questionnaire. Analysis tools used are: testing instruments of data (validity and reliability testing), classical assumption (normality test, multicollinearity and heteroscedasticity test) and test hypotheses (multiple linear regression analysis, test the coefficient of determination (R2), F test and test t). The results of data analysis can be obtained as follows: (1) there is a significant influence on the brand characteristics will trust the brand. (2) there is significant influence corporate characteristics on the belief in the brand. (3) there is a significant influence on the characteristics of consumer confidence in the brand. Thus the model is used appropriately (fit) and simultaneously variable between Brand Characteristics, Company Characteristic, and Characteristics of Consumers (Consumer-Brand Characteristic) on Brand Trust (Brand Trust) Fresh Milk consumers Shi Jack. Based on the coefficient of determination (R2) of 0.876, this means that the independent variable in the model is able to explain the variation in the purchasing decisions of Fresh Milk Jack Shi amounted to 87.6% and 12.4% is explained by factors or other variables outside the model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Characteristic, Company Characteristic, Consumer-Brand Characteristic and Brand Trust.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HJ Public Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	BAYU DWI SETIYAWAN
Date Deposited:	12 Aug 2016 06:47
Last Modified:	12 Aug 2016 06:47
URI:	http://eprints.ums.ac.id/id/eprint/45668

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