Analisis Pengaruh Variabel Company Characteristics Terhadap Brand Loyalty pada Produk Merek Brownies Cinta di Sukoharjo

Imtitsal, Afro Afifah and , Dr. Moechammad Nasir, S.E., M.M. (2021) Analisis Pengaruh Variabel Company Characteristics Terhadap Brand Loyalty pada Produk Merek Brownies Cinta di Sukoharjo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of the variable characteristics of the company which consists of 3 variables, namely trust in company, company reputation, perception of the company's motives as independent, on brand loyalty of the love brownies brand. The sample in this study was 145 respondents who were taken through the purpose sampling method. The analytical tools used in this research include instrument data test, path coefficient test, goodness of fit test and hypothesis testing using the SmartPLS program. The results of this study indicate that 1) Trust in company has no positive and significant effect on brand loyalty. 2) Company reputation has a positive and significant effect on brand loyalty. 3) Company Perceived Motives have a positive and significant effect on brand loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Trust in company, Company Reputation, Company perceived motives, and Brand loyalty
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AFIFAH AFRO IMTITSAL
Date Deposited:	13 Aug 2021 07:05
Last Modified:	13 Aug 2021 07:05
URI:	http://eprints.ums.ac.id/id/eprint/93047

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