Putra, Ronaldo Rudyatama and , Soepatini, S.E., M.Si., Ph.D (2025) The Effect Of Retailer Brand Equity On Loyalty With Attitude And Word Of Mouth As Mediating Variables In The Mixue. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The purpose of this study is to determine 1) To analyze the influence of Retailer Brand Equity on Customer Attitude. 2) To analyze the influence of Retailer Brand Equity on Word of Mouth. 3) To analyze the influence of Retailer Brand Equity on Loyalty. 4) To analyze the influence of Customer Attitude on Word of Mouth. 5) To analyze the influence of Customer Attitude on Loyalty. 6) To find out the influence of Word of Mouth on Loyalty. 7) To analyze the influence of Retailer Brand Equity on loyalty through Consumer Attitude. 8) To analyze the influence of Retailer Brand Equity on Loyalty through Word of Mouth. 9) To analyze the influence of Consumer Attitude on Loyalty through Word of Mouth. 10) To analyze the influence of Retailer Brand Equity on Word of Mouth through Consumer Attitude. The method in this study is quantitative, the sampling technique is purposive sampling with the number of samples is 170. The data collection technique uses a questionnaire. The results of this study indicate that 1) Retailer Brand Equity has an effect on Consumer Attitude, 2) Retailer Brand Equity has an effect on Word of Mouth, 3) Retailer Brand Equity does not have an effect on Loyalty, 4) Consumer Attitude has an effect on Word of Mouth, 5) Consumer Attitude has an effect on Loyalty, 6) Word of Mouth has an effect on Loyalty,7) Retailer Brand Equity has an effect on Loyalty through Consumer Attitude, 8) Retailer Brand Equity has an effect on Loyalty through Word of Mouth, 9) Consumer Attitude has no effect on Loyalty through Word of Mouth, 10) The influence of Retailer Brand Equity has no effect on Loyalty through Attitude and Word of Mouth.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Retailer brand equity, loyalty, consumer attitude, word of mouth |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Management, Business and Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | RONALDO RUDYATAMA PUTRA |
| Date Deposited: | 09 Aug 2025 06:57 |
| Last Modified: | 12 Sep 2025 03:46 |
| URI: | http://eprints.ums.ac.id/id/eprint/137354 |
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