Komunikasi Merek, Citra Merek Dan Kepercayaan Merek Sebagai Anteseden Loyalitas Merek Terhadap Smartphone

Purnami, Azizah Luthfi Ari and , Soepatini,S.E., M.Si., Ph. D. (2023) Komunikasi Merek, Citra Merek Dan Kepercayaan Merek Sebagai Anteseden Loyalitas Merek Terhadap Smartphone. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to investigate the effect of brand communication on brand loyalty to smartphones mediated by brand image and brand trust. This research uses causal quantitative research. The sampling technique in this study used a purposive sampling technique. The population in this study is smartphone users aged at least 18 years in the Surakarta Residency area and the smartphones used are Samsung, Oppo, Vivo and Redmi brands. Samples taken as many as 100 respondents. Data collection method using a questionnaire then processed with the Smart PLS 4.0 program. The research results show that brand communication has a significant effect on brand loyalty with brand image and brand trust as mediating variables.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	brand communication, brand image, brand trust, brand loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AZIZAH LUTHFI ARI PURNAMI
Date Deposited:	14 Feb 2023 04:31
Last Modified:	17 Feb 2023 02:30
URI:	http://eprints.ums.ac.id/id/eprint/108980

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