Analisis Pengaruh Brand Image, Brand Trust, Dan Brand Experience Terhadap Brand Loyalty Pada Smartphone Apple Di Solo Raya

Setiyawan, Angga Eko and , Dr. Moechammad Nasir, S.E., M.M. (2021) Analisis Pengaruh Brand Image, Brand Trust, Dan Brand Experience Terhadap Brand Loyalty Pada Smartphone Apple Di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image, brand trust, and brand experience that afeect brand loyalty on Apple smartphones in Solo Raya. Population and sample are consumers of smartphone apples in Solo Raya. data collection through questionnaires. Data analysis in this study using Smart PLS version 3.0. The sampling technique in this study used purposive sampling technique and data testing techniques used in this study include an external model consisting of convergent validity, discriminant validity, composite reliability , cronbanch's alpha and multikolinearity testing as well as internal model consisting of coefficient determination, goodness of fit, testing effect size, normed fit index and hypothesis testing. the results of this study variables 1) brand image is a significant positive effect on brand loyalty, 2) brand trust is a significant positive on brand loyalty 3) brand experience is a significant positive on brand loyalty.

Item Type:	Karya ilmiah (Skripsi)
Additional Information:	diterbitkan dosen
Uncontrolled Keywords:	Brand Image, Brand Trust, Brand Experience, Brand Loyalty
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANGGA EKO SETIYAWAN
Date Deposited:	16 Aug 2021 08:37
Last Modified:	16 Aug 2021 08:37
URI:	http://eprints.ums.ac.id/id/eprint/93567

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