Aristowati, Denny and , Dr. Moechammad Nasir, S.E., M.M. (2022) Analisis Pengaruh Reputasi, Kompetensi, Dan Kredibilitas Merek Terhadap Brand Loyalty Yang Dimediasi Oleh Kepuasan Merek Produk Scarlet Whitening Di Soloraya. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The aim of this research is to analyze and discuss the influence of reputation, competence, and brand credibility on brand loyalty mediated by brand satisfaction of Scarlett Whitening products in Soloraya. While the formulation of the problem in this study is whether reputation, competence, and brand credibility have a significant effect on brand loyalty mediated by brand satisfaction of Scarlett Whitening products in Soloraya. The hypothesis proposed in this study is that reputation, competence, and brand credibility have a significant effect on brand loyalty mediated by brand satisfaction for Scarlett Whitening products in Soloraya. The population in this study were all people who purchased Scarlett Whitening products in Soloraya with a sample of 200 respondents. The sampling technique in this study used non-probability sampling with a purposive sampling approach. The technique of collecting data is by distributing questionnaires with Google Form. Analysis of the data in this study using SmartPLS version 3.0. The results of the analysis in this study show that brand reputation has no significant effect on brand satisfaction; brand competence has a significant effect on brand satisfaction; and brand credibility has a significant effect on brand satisfaction. Furthermore, brand satisfaction has a significant effect on brand loyalty . While the results of the direct influence show that brand reputation has no significant effect on brand loyalty; brand competence has no significant effect on brand loyalty (H6); and credibility has no significant effect on brand loyalty. The mediation results show that brand satisfaction does not play a role in mediating between brand reputation (X1) and brand loyalty. Meanwhile, on the other variables, brand satisfaction plays a role in mediating brand competence and brand credibility variables on brand loyalty
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | brand reputation, brand competence, brand credibility, brand satisfaction, brand loyalty |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | DENNY ARISTOWATI |
| Date Deposited: | 21 May 2022 08:21 |
| Last Modified: | 21 May 2022 08:21 |
| URI: | http://eprints.ums.ac.id/id/eprint/100358 |
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