PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND TRUST: Survei pada Anggota Komunitas Vivamuda di Indonesia

Tasya Alfa Swietenia Suganda, - (2024) PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND TRUST: Survei pada Anggota Komunitas Vivamuda di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh brand image terhadap brand loyalty melalui brand trust pada anggota komunitas Vivamuda. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 26,4 ribu dengan sampel berjumlah 200 responden yang merupakan anggota komunitas dari Vivamuda dengan mengunakan teknik purposive sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM) dengan menggunakan program AMOS for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand image, brand trust dan brand loyalty berada pada kategori tinggi, berpengaruh secara positif dan signifikan. Temuan pada penelitian ini menegaskan bahwa keberadaan brand image dan brand trust pada produk kosmetik dari Viva Cosmetics mampu menaikkan tingkat brand loyalty. This research aims to gain an image and influence of brand image on brand loyalty through brand trust on members of the Vivamuda community. The type of research used is descriptive and verification with a quantitative approach. The population in the study is 26.4 thousand with a sample of 200 respondents who are members of the community of Vivamuda using purposive sampling techniques. The data is statistically processed using the Structural Equation Modeling (SEM) method using the AMOS for Windows program. The findings of this study show that the image of the brand, brand trust and brand loyalty are in the highest category, positively influential and significant. The findings of this study confirm that the presence of brand image and brand trust in cosmetic products from Viva Cosmetics can raise the level of brand loyalty.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en&user=xIOJlfEAAAAJ&scilu=&scisig=AA45KRsAAAAAZegfMJQQoMFOAzTyTsfNTPKKBB8&gmla=AILGF5UYyYtpDGmtAOsNwulaYePe-jk8BqJJEAnIObmZqIbC_wjBmdmczikYsXE7EuRlqXl9fzRkGiFbz4soNvORZ1ZVRvrw6o7ZMi0&sciund=13803925787007971838 ID SINTA DOSEN PEMBIMBING Ratih Hurriyati: 5984336 Puspo Dewi Dirgantari: 5980376
Uncontrolled Keywords: Citra Merek, Kepercayaan Merek, Loyalitas Merek, Kosmetik Brand Image, Brand Trust, Brand Loyalty, Cosmetics.
Subjects: H Social Sciences > HD Industries. Land use. Labor
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Tasya Alfa Swietenia Suganda
Date Deposited: 08 Mar 2024 08:34
Last Modified: 08 Mar 2024 08:34
URI: http://repository.upi.edu/id/eprint/116057

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