M, Ahmad Zaki Mubarrok and , Kussudyarsana, S.E., M.Si., Ph.D. (2022) The Effect Of Brand Trust And Brand Image On Brand Equity With Brand Loyalty As An Intervening Variable On Le Minerale. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research aims to find out the extent to which the Le Minere brand (brand) can influence all consumer interest in the Le Minere brand. Brands are the cutting edge of the company; although they must be supported by the product quality and management quality, the brand is a reflection of the overall quality of the company's deep. During this time, generally, the selection of brand criteria is still at a technical level. Some of these criteria are: first memorability or easy to remember, second has a pleasant, interesting, credible, suggestive, rich imagination meaning; third protectability or protected by law.This research uses quantitative methods. Data is collected by technique questionnaire. The sampling technique uses purposive sampling. Respondents for this study were Le Minerale consumers with 151 respondents. Quantitative method using Structural Equation Modeling (SEM) with SmartPLS 3.0 software. The results of the data analysis show that Brand Image has a positive and significant effect on Brand Equity, henceforth Brand Trust has a positive and significant effect on Brand Loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Brand Trust, Brand Loyalty, and Brand Equity |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username b104173004 |
| Date Deposited: | 23 Feb 2022 08:21 |
| Last Modified: | 23 Feb 2022 08:36 |
| URI: | http://eprints.ums.ac.id/id/eprint/98538 |
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