Wulan Kusumawati, Putri Dewi and , Anton Agus Setyawan, SE., M.Si., (2022) Pengaruh Perceived Competence, Perceived Benevolence, Dan Brand Trust Sebagai Variabel Mediasi Terhadap Brand Loyalty Pada Produk Makanan. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to: (1) examine and analyze the effect of perceived competence on brand trust in food products, (2) examine and analyze the effect of perceived benevolence on brand trust in food products, (3) examine and analyze the effect of brand trust on brand loyalty in food products, (4) Testing and analyzing the mediating effect of brand trust between perceived competence on brand loyalty in food products, and (5) Testing and analyzing the mediating effect of brand trust between perceived benevolence on brand loyalty in food products. The population and sample of this research are the people of Solo Raya who buy and consume instant food during the COVID-19 pandemic. The type of data used in this study is primary data. The data collection method used a questionnaire and we used a purposive sampling method. We used SEM-PLS as data analysis. The results of testing and analysis in this study indicate that perceived competence has a positive and significant effect on brand trust. Perceived benevolence has a positive and significant effect on brand trust. Brand trust has a positive and significant effect on brand loyalty. Furthermore, brand trust has a positive and significant effect on mediating perceived competence on brand loyalty. Brand trust has a positive and significant effect on mediating perceived benevolence on brand loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Perceived Benevolence, Brand Trust, Brand Loyalty. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | PUTRI DEWI WULAN KUSUMAWATI |
| Date Deposited: | 01 Jul 2022 06:13 |
| Last Modified: | 01 Jul 2022 06:19 |
| URI: | http://eprints.ums.ac.id/id/eprint/101163 |
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