PENGARUH BRAND FAMILIARITY DAN BRAND TRUST TERHADAP BRAND ATTACHMENT: Survei terhadap Pelanggan Kopi Kulo di Indonesia

Zahfirah Nashshar, - (2023) PENGARUH BRAND FAMILIARITY DAN BRAND TRUST TERHADAP BRAND ATTACHMENT: Survei terhadap Pelanggan Kopi Kulo di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Zahfirah Nashshar (1908805), “Pengaruh Brand Familairity dan Brand Trust Terhadap Brand Attachment (Survei Pada Pelanggan Kopi Kulo di Indonesia)”. Di bawah bimbingan Prof. Dr. Hj. Ratih Hurriyati, M.P dan Drs. Girang Razati, M.Si. Penelitian ini bertujuan untuk mengetahui pengaruh brand familiarity dan brand trust terhadap brand attachment pada pelanggan kopi Kulo di Instagram Kulogroup.id. Jenis penelitian yang digunakan yaitu deskriptif dan verivikatif. Variabel bebas pada penelitian ini yaitu brand familiarity (X1) dan brand trust (X2) dan variabel terikat yaitu brand attachment (Y). Sampel penelitian diambil menggunakan metode accidental sampling dengan jumlah responden sebanyak 410 orang. Instrumen penelitian diuji menggunakan uji validitas dan uji reliabilitas. Teknik analisis yang diterapkan adalah analisis regresi linier berganda dengan bantuan perangkat lunak SPSS 24.0 for Windows. Hasil temuan pada penelitian ini menujukan bahwa gambaran pengaruh brand familiarity dan brand trust terhadap brand attachment berada pada kategori tinggi. Brand familiarity dan brand trust memiliki pengaruh yang positif dan signifikan terhadap brand attachment. Rekomendasi penelitian ini yaitu untuk meningkatkan brand attachment, brand familiarity, dan brand trust, Kulo perlu fokus pada komunikasi yang lebih baik, peningkatan pengalaman pelanggan, dan menjaga konsistensi dalam memenuhi janji-janji brand. Kata kunci: Brand familiarity, Brand trust, Brand attachment Zahfirah Nashshar (1908805), “The Influance of Brand Familairity and Brand Trust on Brand Attachment (Survey of Coffee Kulo Customers in Indonesia)”. Under the guidance Prof. Dr. Hj. Ratih Hurriyati, M.P. and Drs. Girang Razati, M.Si. This study aims to determine the influance of brand familiarity and brand trust towards brand attachment among Kulo coffee customers on Instagram Kulogroup.id. The type of research used is descriptive and verification. The independent variables in this study are brand familiarity (X1) and brand trust (X2) and the dependent variable is brand attachment (Y). The research sample was taken using the accidental sampling method with a total of 410 respondents. The research instrument was tested using validity and reliability tests. The analysis technique applied is multiple linear regression analysis with the help of SPSS 24.0 for Windows software. The findings in this study indicate that the description of brand familiarity and brand trust perceptions of brand attachment is in the high category. Brand familiarity and brand trust have a positive and significant influence on brand attachment. The recommendation of this research is that to increase brand attachment, brand familiarity, and brand trust, Kulo needs to focus on better communication, improving customer experience, and maintaining consistency in fulfilling brand promises. Keywords: Brand familiarity, Brand trust, Brand attachment

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Ratih Hurriyati: 5984336 Girang Razati: 5984831
Uncontrolled Keywords:	Brand familiarity, Brand trust, Brand attachment Brand familiarity, Brand trust, Brand attachment
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Zahfirah Nashshar
Date Deposited:	07 Nov 2023 07:22
Last Modified:	07 Nov 2023 07:22
URI:	http://repository.upi.edu/id/eprint/110472

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