PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND CREDIBILITY: Survei pada Anggota Komunitas Smartphone Xiaomi di Facebook

    Yasmin Naila, - and Bambang Widjajanta, - and Puspo Dewi Dirgantari, - (2025) PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND CREDIBILITY: Survei pada Anggota Komunitas Smartphone Xiaomi di Facebook. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari Brand Image terhadap Brand Loyalty melalui Brand Credibility (Survei pada Anggota Komunitas Xiaomi Indonesia). Jenis penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 4.900 orang dengan sampel berjumlah 336 yang merupakan anggota grup komunitas Xiaomi di facebook dengan menggunakan teknik simple random sampling. Data diolah secara statistik dengan menggunakan Structural Equation Modelling (SEM). Hasil temuan pada penelitian ini yaitu gambaran brand image, brand credibility dan brand loyalty responden berada pada kategori brand image memiliki pengaruh positif dan signifikan terhadap brand loyalty. Brand image juga memberikan pengaruh positif dan signifikan terhadap brand credibility. Brand credibility memiliki pengaruh positif dan signifikan terhadap brand loyalty. This study aims to obtain an overview and influence of Brand Image on Brand Loyalty through Brand Credibility (Survey of Xiaomi Indonesia Community Members). This type of research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 4.900 people with a sample of 336 who are members of the Xiaomi community group on Facebook using a simple random sampling technique. The data were processed statistically using Structural Equation Modeling (SEM). The findings of this study are that the description of brand image, brand credibility and brand loyalty of respondents are in the category brand image has a positive and significant influence on brand loyalty. Brand image also has a positive and significant influence on brand credibility. Brand credibility has a positive and significant influence on brand loyalty.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=yasmin+naila&authuser=1# ID SINTA Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari: 5980376
    Uncontrolled Keywords: Citra Merek, Kredibilitas Merek, Loyalitas Merek. Brand Image, Brand Credibility, Brand Loyalty.
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: Yasmin Naila
    Date Deposited: 11 Nov 2025 06:45
    Last Modified: 11 Nov 2025 06:45
    URI: http://repository.upi.edu/id/eprint/145111

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