Pengaruh Kepuasan Dan Kepercayaan Merek Terhadap Loyalitas Merek Pada Aplikasi Belanja Online

Permatasari, Okiliani and -, Prof. Dr. Anton Agus Setyawan, S.E., M.Si., (2020) Pengaruh Kepuasan Dan Kepercayaan Merek Terhadap Loyalitas Merek Pada Aplikasi Belanja Online. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of brand satisfaction and brand trust on brand loyalty in online shopping applications. The variables in this study consisted of satisfaction, brand trust and brand loyalty. The population in this study are the general public who have had shopping experience in online shopping applications and understand or understand about online shopping applications. The sampling technique used was purposive sampling and data collection methods through an online questionnaire using Google forms which were distributed to 200 respondents in accordance with the population criteria proposed in this study. Based on the results of this study indicate that brand satisfaction variables have a positive and significant influence on brand loyalty in online shopping applications. The brand trust variable has a positive and significant influence on brand loyalty in online shopping applications.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Kepuasan merek, Kepercayaan merek, Loyalitas merek
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	OKILIANI PERMATASARI
Date Deposited:	11 Aug 2020 11:54
Last Modified:	11 Aug 2020 11:54
URI:	http://eprints.ums.ac.id/id/eprint/84385

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