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PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND CREDIBILITY: Survei pada Anggota Komunitas Smartphone Xiaomi di Facebook
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.
KODEPRODI87210#Pendidikan Bisnis_S1, Universitas Pendidikan Indonesia
PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND CREDIBILITY: Survei pada Anggota Komunitas Smartphone Xiaomi di Facebook (Text)
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HD Industries. Land use. Labor
HD28 Management. Industrial Management
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