Analisis Variabel Brand Characteristic Terhadap Brand Loyalty Pada Produk UMKM Merek Kak Fiet Di Soloraya

Shania, Shania and , Dr. Moechammad Nasir, SE.,MM (2021) Analisis Variabel Brand Characteristic Terhadap Brand Loyalty Pada Produk UMKM Merek Kak Fiet Di Soloraya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of brand characteristic variables consisting of brand reputation, brand predictability, and brand competence on brand loyalty to MSMEs Kak Fiet brand consumers in Soloraya. The sample in this study was 127 respondents who were taken through purposive sampling method. The analytical tools used in this research include instrument data test, classical assumption test, path coefficient test, goodness of fit test and hypothesis testing using the SmartPLS program. The results of this study indicate that 1) Brand reputation has a positive and significant effect on brand loyalty; 2) Brand predictability has a positive and insignificant effect on brand loyalty; 3) Brand competence has a positive and significant effect on brand loyalty; This means that not all brand characteristic variables will have a significant effect on brand loyalty on MSMEs Kak Fiet brand in Soloraya.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand reputation, brand predictability, brand competence, and brand loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SHANIA
Date Deposited:	14 Aug 2021 07:05
Last Modified:	14 Aug 2021 07:05
URI:	http://eprints.ums.ac.id/id/eprint/93030

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