PENGARUH BRAND TRUST TERHADAPBRAND LOYALTY

Irawan, Fery (2015) PENGARUH BRAND TRUST TERHADAPBRAND LOYALTY. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Teknologi tercipta atas dasar sifat manusia yang selalu bergerak dinamis dan menginginkan suatu peradaban yang lebih baik dalam arti memiliki kemudahan dalam menjalankan berbagai aktivitasnya. Salah satu produk hasil inovasi dari industri elektronik yang sedang mengalami permintaan tinggi di pasar adalah notebook. Acer sebagai pemegang pangsa pasar notebook paling utama di Indonesia mengalami penurunan tingkat pelanggan, hal tersebut diakibatkan menurunnya tingkat kepercayaan pelanggan terhadap merek. Penelitian ini bertujuan untuk mengetahui gambaran mengenai brand trust dan brand loyalty terhadap pengguna notebook merek Acer, serta bagaimana pengaruh brand trust terhadap brand loyalty terhadap pengguna notebook merek Acer. Penelitian ini menggunakan metode deskriptif dan verifikatif. Jumlah sampel dalam penelitian ini adalah 100 orang, teknik pengambilan sampel yang digunakan adalah purposive sampling. Teknik analisis yang digunakan adalah regresi linier sederhana dengan menggunakan uji t untuk melihat pengaruh parsial. Hasil penelitian menunjukan bahwa brand trust dan brand loyalty berada pada kategori sedang. Hasil perhitungan korelasi, variable brand trust memiliki hubungan yang positif dengan klasifikasi sangat kuat dengan variable brand loyalty. Hasil perhitungan analisis regresi sederhana diketahui bahwa 40.06% brand loyalty pengguna notebook merek Acer dipengaruhi oleh brand trust. Selanjutnya sisanya 59.9% dipengaruhi oleh faktor-faktor lain yang tidak diteliti oleh penulis. Karena brandtrust dipengaruhi brandloyalty, maka saran untuk merek Acer adalah sebaiknya perusahaan melakukan pendekatan brandtrust untuk meningkatkan brandloyalty. Kata Kunci: Brand Trust, Brand Loyalty Technology is created on the basis of human nature that always move dynamically and want a better civilization in the sense of ease in carrying out various activities. One product innovation results from the electronics industry is experiencing high demand in the market is the notebook. Acer notebook market share as the holder of the most important in Indonesia decreased levels of customers, it is the result of declining levels of customer trust towards the brand. This study aims to describe brand trust and brand loyalty at Acer notebook usesr and influence of brand trust to brand loyalty (survey at Acer Notebook Users). This research uses descriptive and verification methods. The number of samples in this study were 100 peoples, and the sampling technique used was purposive sampling. The analysis technique used is simple regression analysis. Hypothesis testing using t-test to see the effect of partially. The results showed that brand trust and brand loyalty are locates in the moderate category. The result of correlation calculations, brand trust have a positive relationship with a strong classification with brand loyalty.. Calculation result obtained simple regression analysis, Bran trust can be effect brand loyalty was 40.06%, while the remaining 59.9% influenced by another factors that were not observed.Becausethebrandtrust has aninfluence on brandloyalty, Acer’sbrandshouldpayattentiontobrandtrustin order toincreasebrandloyalty. Keywords: Brand Trust, Brand Loyalty

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S_PEM_IRA p-2015; Pembimbing : I. Ayu Krishna Yuliawati
Uncontrolled Keywords: Brand Trust, Brand Loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: DAM staf
Date Deposited: 04 May 2015 06:29
Last Modified: 04 May 2015 06:29
URI: http://repository.upi.edu/id/eprint/14421

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