Irsad, Toriq Maulana and , Muzakar Isa, S.E., M.Si. (2021) Analisis Pengaruh Brand Trust Dan Brand Association Terhadap Loyalitas Pelanggan Toko Sri Widjaya dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi pada Pelanggan Produk Baju di Toko Sri Widjaya Masaran, Sragen). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of brand trust and brand association on customer loyalty at Sri Widjaya Stores with customer satisfaction as an intervening variable. The population and samples in this study were consumers who had shopped for clothing products at Sri Widjaya Stores more than once and the number of respondents as samples in this study were 100 respondents. The type of data used in this study is primary data. Methods of data collection by using a questionnaire. The data analysis technique uses SEM (Structural Equation Modeling) based on components or variance, namely Partial Least Square (PLS). The results of the analysis in this study indicate that brand trust has a positive and insignificant effect on customer satisfaction, brand associations have a positive and significant effect on customer satisfaction, brand trusts have a positive and insignificant effect on customer loyalty, brand associations have a positive and significant effect on customer loyalty, customer satisfaction. customer has a positive and significant effect on customer loyalty, customer satisfaction mediates positively and insignificantly between brand trust and customer loyalty, and customer satisfaction mediates positively and significantly between brand associations on customer loyalty.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Trust, Brand Association, Customer Satisfaction, Customer Loyalty |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | TORIQ MAULANA IRSAD |
| Date Deposited: | 23 Aug 2021 03:24 |
| Last Modified: | 23 Aug 2021 03:24 |
| URI: | http://eprints.ums.ac.id/id/eprint/93874 |
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