Lustia Laela Nurhasanah, - (2024) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY KOSMETIK ORIFLAME : Survei pada Komunitas Aku Oriflame di Facebook. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perkembangan era digital yang sangat pesat memiliki pengaruh besar dalam pertumbuhan dunia usaha, banyak produk dan layanan baru dijadikan alternatif pilihan bagi pelanggan dalam memenuhi kebutuhannya, sehingga membuat persaingan di pasar menjadi semakin tinggi. Branding dimaksudkan untuk mengidentifikasi produk atau jasa dari salah satu penjual dengan merek yang kuat, melalui brand yang kuat dapat menumbuhkan persepsi positif terhadap produk yang ditawarkan dalam benak pelanggan. Brand loyalty merupakan bentuk kesetiaan dan kepercayaan konsumen terhadap produk yang telah mereka pakai, kesetiaan ditandai dengan tidak berpindahnya pelanggan kepada merek kompetitor meskipun terdapat perubahan pada merek yang mereka gunakan. Perusahaan yang berhasil membangun brand loyalty akan dapat meningkatkan volume penjualan, mendapatkan harga tinggi, serta mempertahankan pelanggan sehingga perusahaan dapat bersaing dan meningkatkan kualitas bisnisnya. Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh brand image dan brand trust terhadap brand loyalty kosmetik Oriflame. Penelitian ini menggunakan metode penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Variabel terikat dalam penelitian ini adalah brand loyalty serta variabel bebas brand image dan brand trust. Populasi penelitian ini adalah anggota komunitas facebook Aku Oriflame dengan pengambilan sampel menggunakan simple random sampling dengan teknik probability sampling terhadap 200 responden. Teknik analisis yang digunakan adalam Structural Equation Modeling (SEM) dengan bantuan program SPSS AMOS 24.0 for windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand image, brand trust, dan brand loyalty berada pada kategori tinggi. Hasil penelitian menunjukkan brand image berpengaruh signifikan terhadap brand trust, brand trust berpengaruh signifikan terhadap brand loyalty, brand image berpengaruh signifikan terhadap brand loyalty, dan brand image berpegaruh signifikan terhadap brand loyalty melalui brand trust. The rapid development of the digital era has a major influence on the growth of the business world, many new products and services are used as alternative choices for customers in meeting their needs, thus making competition in the market increasingly high. Branding is intended to identify products or services from one seller with a strong brand, through a strong brand can foster a positive perception of the products offered in the minds of customers. Brand loyalty is a form of consumer loyalty and trust in the products they have used, loyalty is marked by customers not switching to competitor brands even though there are changes in the brands they use. Companies that succeed in building brand loyalty will be able to increase sales volume, get high prices, and retain customers so that the company can compete and improve the quality of its business. This study aims to obtain an overview and the influence of brand image and brand trust on Oriflame cosmetic brand loyalty. This study aims to obtain a description and influence of brand image and brand trust on Oriflame cosmetic brand loyalty. This study uses descriptive and verification research methods with a quantitative approach. The dependent variable in this study is brand loyalty and the independent variables are brand image and brand trust. The population of this study were members of the Aku Oriflame Facebook community with sampling using simple random sampling with probability sampling techniques for 200 respondents. The analysis technique used is Structural Equation Modeling (SEM) with the help of the SPSS AMOS 24.0 for windows program. The findings of this study indicate that the description of brand image, brand trust, and brand loyalty are in the high category. The results of the study indicate that brand image has a significant effect on brand trust, brand trust has a significant effect on brand loyalty, brand image has a significant effect on brand loyalty, and brand image has a significant effect on brand loyalty through brand trust.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=en&user=l57hM58AAAAJ ID SINTA Dosen Pembimbing : Bambang Widjajanta : 5984870 Puspo Dewi Dirgantari : 5980376 |
| Uncontrolled Keywords: | Kosmetik Oriflame, Citra Merek, Kepercayaan Merek, Kesetiaan Merek Oriflame Cosmetics, Brand Image, Brand Trust, Brand Loyalty |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Lustia Laela Nurhasanah |
| Date Deposited: | 13 Sep 2024 03:12 |
| Last Modified: | 13 Sep 2024 03:12 |
| URI: | http://repository.upi.edu/id/eprint/122503 |
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