DETAIL KOLEKSI

Anteseden Dan Konsekuensi Dari Brand Trust


Oleh : Luqman Andika Hakim

Info Katalog

Nomor Panggil : 2017_TA_MJ_022122021

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Kurniawati

Subyek : Brand loyalty;Marketing management;Brnd communication

Kata Kunci : brand communication, brand image, brand trust, brand loyalty


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022122021_Halaman-Judul.pdf 1007.19
2. 2017_TA_MJ_022122021_Bab-1.pdf 616.78
3. 2017_TA_MJ_022122021_Bab-2.pdf 799.39
4. 2017_TA_MJ_022122021_Bab-3.pdf 1128.42
5. 2017_TA_MJ_022122021_Bab-4.pdf 869.34
6. 2017_TA_MJ_022122021_Bab-5.pdf 535.92
7. 2017_TA_MJ_022122021_Daftar-Pustaka.pdf 579.75
8. 2017_TA_MJ_022122021_Lampiran.pdf 2317.71

P Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand communication terhadap brand image dan brand trust, kemudian pengaruh brand image terhadap brand trust, dan dampak dari brand trust terhadap brand loyalty produk Adidas. Metode teknik pengumpulan data yang digunakan adalah purposive sampling. Data dikumpulkan secara langsung melalui penyebaran kuesioner kepada 110 responden dan diolah menggunakan metode analisis Structural Equation Model (SEM) dengan bantuan program statistik AMOS 23.Hasil dari penelitian ini menunjukkan bahwa brand communication memiliki pengaruh signifikan positif terhadap brand image dan brand trust. Kemudian, brand image terbukti memiliki pengaruh signifikan positif terhadap brand trust. Sementara itu, hasil ini juga menunjukkan bahwa brand trust memiliki dampak signifikan dan positif terhadap brand loyalty produk Adidas. Untuk penelitian serlanjutnya disarankan untuk memperluas cakupan area penelitian, sehingga hasil penelitian dapat lebih digeneralisir untuk semua wilayah dan semua merek. Kemudian menambahkan variabel lain dalam mengukur brand trust, seperti variabel kualitas produk, kesesuaian harga, customer experience (Chinomona, 2016).

T The purpose of this research is to know and analyze the influence of brand communication on brand image and brand trust, then influence brand image on brand trust, and impact of brand trust on Adidas product loyalty brand. The method of data collection technique used is purposive sampling. Data were collected directly through questionnaires distributed to 110 respondents and processed using Structural Equation Model (SEM) method with AMOS statistic program 23.The results of this study indicate that brand communication has a significant positive impact on brand image and brand trust. Then, brand image proved to have a significant positive effect on brand trust. Meanwhile, these results also show that brand trust has a significant and positive impact on brand loyalty of Adidas products. Thus, it can be concluded that in order to increase consumer loyalty Adidas products, then the management must consider the marketing factors such as brand communication, brand image, and brand trust. It is recommended to expand the scope of the research area, so that research results can be more generalized to all regions and all brands. Then add another variable in measuring brand trust, such as product quality, price conformity, customer experience (Chinomona, 2016).

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