Kepercayaan Konsumen Terhadap Atribut Kepercayaan: Peran Kepercayaan Merek Pada Produk Minuman

Maura Bella Assyifa, Nadine and , Prof. Dr. Anton Agus Setyawan, S.E., M.Si., (2020) Kepercayaan Konsumen Terhadap Atribut Kepercayaan: Peran Kepercayaan Merek Pada Produk Minuman. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze: (1) the effect of brand trust on brand loyalty (2) the role of consumer trust in the attribute of trust on brand loyalty in beverage products. This type of research uses a quantitative approach. The sampling technique used in this study is the purposive sampling technique with the criteria of consumers who have bought BOBA drinks with a sample of 236 respondents. This study uses primary data sources and data collection through questionnaires with Google Forms. This study uses the SPSS version 20. program data analysis method. The results of this study indicate that: (1) the role of brand trust does not have a positive effect on brand loyalty, (2) there is a positive influence of consumer confidence in the attributes of trust on brand loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Trust in Brand Attributes, Brand Loyalty, Brand Trust.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NADINE MAURA BELLA ASSYIFA
Date Deposited:	07 Aug 2020 03:21
Last Modified:	07 Aug 2020 03:21
URI:	http://eprints.ums.ac.id/id/eprint/84296

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