Analisis Pengaruh Brand Characteristics, Brand Credibility Dan Benevolence Terhadap Brand Loyalty Pasta Gigi Merek Pepsodent Di Soloraya

Erlinda, Alvita Dea and , Dr. Moechammad Nasir, S.E., M.M. (2022) Analisis Pengaruh Brand Characteristics, Brand Credibility Dan Benevolence Terhadap Brand Loyalty Pasta Gigi Merek Pepsodent Di Soloraya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to analyze and discuss the effect of brand characteristics, brand credibility and benevolence on brand loyalty in Pepsodent toothpaste in Soloraya. Furthermore, the formulation of the problem in this study is whether brand characteristics, brand credibility and benevolence have a significant effect on brand loyalty. This study applies survey research with a quantitative approach using primary data types through filling out questionnaires distributed using Google Form. The source of the data for this research is a sample of respondents who own and use Pepsodent toothpaste in Soloraya. The population in this study were all consumers who owned and used Pepsodent toothpaste in Soloraya. The sampling technique in this study was non-probability sampling using purposive sampling, where the number of samples in this study was 200 respondents. The hypothesis in this study is that brand characteristics are thought to have a significant effect on brand loyalty (H1), brand credibility is suspected to have a significant effect on brand loyalty (H2), and benevolence is thought to have a significant effect on brand loyalty (H3). The results of this study indicate that brand characteristics have a significant effect on brand loyalty, brand credibility has a significant effect on brand loyalty, and benevolence has a significant effect on brand loyalty. The conclusion of this study shows that brand characteristics (X1), brand credibility (X2) and benevolence (X3) have a significant effect on brand loyalty (Y) Pepsodent toothpaste. Therefore, the proposed H1, H2, and H3 are proven to be correct. The implication of Pepsodent toothpaste is to always innovate products, maintain brand characteristics, brand credibility and always do virtue based on brand characteristics, brand credibility, benevolence and brand loyalty policies.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	brand characteristics, brand credibility, benevolence, brand loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ALVITA DEA ERLINDA
Date Deposited:	13 Aug 2022 05:27
Last Modified:	13 Aug 2022 05:27
URI:	http://eprints.ums.ac.id/id/eprint/103907

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