Analisis Pengaruh Brand Experience Dan Brand Trust Terhadap Brand Loyalty Pengguna Notebook

Bhimantoro, Muhamad and , Dr. Anton Agus Setyawan, SE., M.Si. (2017) Analisis Pengaruh Brand Experience Dan Brand Trust Terhadap Brand Loyalty Pengguna Notebook. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand experience and brand trust on brand loyalty either partially or simultaneously. The population in this study are individuals who have ever used notebook. The sample in this research is 120 people with the determination of the sample using purposive sampling technique. Data obtained primary data questionnaire with likert scale. Data were analyzed using validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, F test and coefficient of determination. (R2) test. The results showed that : (1) brand experience has positive and significant effect on brand loyalty based on tvalue, tcount > ttable (8,076> 1,980); Brand Trust has a positive and significant effect on brand loyalty based on tvalue, tcount > ttable (3,016> 1,980). (2) brand experience and brand trust are simultaneously has effect to brand loyalty, proved by F test. F test obtained Fcount of 79.509 and Ftable 3.93. (3) Coefficient Determination (R2) test results show that brand experience and brand trust are able to explain brand loyalty of 58.8%.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Experience, Brand Trust to Brand Loyalty
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMAD BHIMANTORO
Date Deposited:	25 Oct 2017 04:14
Last Modified:	25 Oct 2017 04:14
URI:	http://eprints.ums.ac.id/id/eprint/56426

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