Pengaruh Brand Experience, Brand Commitment, Brand Trust, Dan Brand Image Terhadap Brand Loyalty Pada Pengguna Smartphone Samsung Di Surakarta

Aldhama, Muhammad Daffa and , Drs. Wiyadi, M.M., Ph.D. (2022) Pengaruh Brand Experience, Brand Commitment, Brand Trust, Dan Brand Image Terhadap Brand Loyalty Pada Pengguna Smartphone Samsung Di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of Brand Experience, Brand Commitment, Brand Trust, and Brand Image on Samsung smartphone users in Surakarta City. This research is included in quantitative research. The population of this research is people who use Samsung smartphones and live in Surakarta City. The samples collected in this study were 170 respondents. The sample selection technique is using purposive sampling where the sample is determined based on certain criteria. The data used is primary data where data is obtained from respondents' answers through a questionnaire that has been given. SmartPLS 3.0 is used in research as an analytical tool. The results of this study indicate that (1) Brand Experience has a positive and significant influence on Brand Loyalty. (2) Brand Commitment has a positive and significant impact on Brand Loyalty. (3) Brand Trust has a positive and significant impact on Brand Loyalty. (4) Brand Image has a positive and significant influence on Brand Loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Loyalty, Brand Commitment, Brand Trust, Brand Image, Brand Loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD DAFFA ALDHAMA
Date Deposited:	02 Aug 2022 03:03
Last Modified:	02 Aug 2022 03:03
URI:	http://eprints.ums.ac.id/id/eprint/102186

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