Analisis Pengaruh Evaluasi Merek, Kepuasan Pelanggan dan Kepercayan Merek Terhadap Loyalitas Merek (Studi pada Produk Handphone)

Arrosyid, Arief Nur and , Ikhwan Susila, SE, MSi, Ph.D (2018) Analisis Pengaruh Evaluasi Merek, Kepuasan Pelanggan dan Kepercayan Merek Terhadap Loyalitas Merek (Studi pada Produk Handphone). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of brand evaluation, customer satisfaction and brand trust on brand loyalty on mobile products. The population of this research is consumer of mobile phone product. Sampling technique used in this research is non probability sampling with type of convinience sampling. Based on the methods and techniques of sampling obtained as many as 185 respondents in accordance with the criteria. Data collection method used is questionnaire. Data analysis technique in this research is validity test, reliability test, multiple linear regression test, determination test (R2), model accuracy test (F test) and parameter of estimation test (t test). The results showed that brand evaluation and customer satisfaction did not affect the brand loyalty of mobile phone products. In contrast to brand trust, research results show that brand trust has a significant influence on brand loyalty of mobile products. Keywords: Brand Evaluation, Customer Satisfaction, Brand Trust, Brand Loyalty

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Evaluasi Merek, Kepuasan Pelanggan, Kepercayaan Merek, Loyalitas Merek
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARIEF NUR ARROSYID
Date Deposited:	15 Mar 2018 03:57
Last Modified:	15 Mar 2018 03:57
URI:	http://eprints.ums.ac.id/id/eprint/60554

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