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Anteseden dan konsekuensi dari brand trust


Oleh : Clara Intan

Info Katalog

Nomor Panggil : 2018_TA_MJ_022154503

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Kurniawati

Subyek : Word of mouth;Marketing management

Kata Kunci : word of mouth, brand loyalty, brand involment, brand trust, brand satisfaction, brand commitment.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022154503_Halaman-Judul.pdf 1263.67
2. 2018_TA_MJ_022154503_Bab-1.pdf 681.04
3. 2018_TA_MJ_022154503_Bab-2.pdf 866.15
4. 2018_TA_MJ_022154503_Bab-3.pdf 1381.16
5. 2018_TA_MJ_022154503_Bab-4.pdf 1135.19
6. 2018_TA_MJ_022154503_Bab-5.pdf 655.47
7. 2018_TA_MJ_022154503_Daftar-Pustaka.pdf 766.95
8. 2018_TA_MJ_022154503_Lampiran.pdf 1666.06

P Penelitian ini bertujuan untuk menganalisis antecedents dan konsekuensi yang dihasilkan oleh brand trust. Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 207 responden yang pernah melakukan pembelian produk di MatahariMall setidaknya 2 – 3 kali dalam 6 bulan terakhir. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program LISREL dan SPSS, sedangkan uji reliabilitas adalah Cronbach’s Alpha.Hasil penelitian ini menunjukkan bahwa involment berpengaruh positif terhadap brand trust, satisfaction berpengaruh positif terhadap brand trust, commitment berpengaruh positif terhadap brand trust, involment berpengaruh positif terhadap brand loyalty, satisfaction berpengaruh positif terhadap brand loyalty, commitment berpengaruh positif terhadap brand loyalty, involment berpengaruh positif terhadap word of mouth, satisfaction berpengaruh positif terhadap word of mouth, commitment berpengaruh positif terhadap word of mouth , brand trust berpengaruh positif terhadap brand loyalty dan brand trust berpengaruh positif terhadap word of mouth.Peneliti selanjutnya disarankan untuk menganalisis MatahariMall diluar jabodetabek dan menambahkan variabel Brand Attachment sebagai variabel tambahan yang dapat mempengaruhi Brand Loyalty (Widikusyanto, 2017)

T This study aims to analyze the antecedents and consequences of brand trust. Data collection method uses a questionnaire with purposive sampling technique for 207 respondents who have purchased products at MatahariMall at least 2-3 times in the last 6 months. The data analysis tool used was Structural Equation Model (SEM) through the LISREL and SPSS programs, while the reliability test was Cronbach's Alpha.The results of this study indicate that involment has a positive effect on brand trust, satisfaction has a positive effect on brand trust, commitment has a positive effect on brand trust, involment has a positive effect on brand loyalty, satisfaction has a positive effect on brand loyalty, commitment has a positive effect on brand loyalty, involment has a positive effect towards word of mouth, satisfaction has a positive effect on word of mouth, commitment has a positive influence on word of mouth, brand trust has a positive effect on brand loyalty and brand trust has a positive effect on word of mouth.Further researchers are advised to analyze MatahariMall outside Jabodetabek and add Brand Attachment variables as additional variables that can affect Brand Loyalty (Widikusyanto, 2017)

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