Analisis Pengaruh Brand Resonance Dan Brand Credibility Terhadap Brand Loyalty Yamaha Lexi Di Kota Surakarta

Naufal, Muhammad Najmuddin and , Dr. Moechammad Nasir, SE., M.M. (2022) Analisis Pengaruh Brand Resonance Dan Brand Credibility Terhadap Brand Loyalty Yamaha Lexi Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to analyze and discuss the effect of brand resonance and brand credibility on brand loyalty on Yamaha Lexi in Surakarta City. Furthermore, the formulation of the problem in this study is whether brand resonance and brand credibility have a significant effect on brand loyalty. This research is explanatory research based on a survey using a quantitative approach with primary data type through filling out questionnaires distributed using google form. Sources of data in this study are people who own and use Yamaha Lexi in Surakarta City. The sampling technique in this research is non-probability sampling using purposive sampling. The number of sample respondents in this study was 140 samples of respondents. The hypothesis in this study is that brand resonance has a significant effect on brand loyalty Yamaha Lexi in Surakarta City (H1), and brand credibility has a significant effect on brand loyalty Yamaha Lexi in Surakarta City (H2). The results showed that brand resonance had a significant effect on brand loyalty and brand credibility had a significant effect on brand loyalty. The conclusion of this study shows that brand resonance (X1) and brand credibility (X2) have a significant effect on brand loyalty (Y) for Yamaha Lexi in Surakarta City. Thus, the H1 and H2 proposed in the study are proven.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	brand resonance, brand credibility, brand loyalty.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD NAJMUDDIN NAUFAL
Date Deposited:	11 Aug 2022 07:18
Last Modified:	11 Aug 2022 07:18
URI:	http://eprints.ums.ac.id/id/eprint/103312

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