PENGARUH BRAND IMAGE DAN BRAND CREDIBILITY TERHADAP BRAND LOYALTY: Survei Pada Anggota The Body Shop di Indonesia

Rachmah Nur Artanti, - (2024) PENGARUH BRAND IMAGE DAN BRAND CREDIBILITY TERHADAP BRAND LOYALTY: Survei Pada Anggota The Body Shop di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

	Text S_MBS_1806607_Title.pdf Download (813kB)
	Text S_MBS_1806607_Chapter1.pdf Download (397kB)
	Text S_MBS_1806607_Chapter2.pdf Restricted to Staf Perpustakaan Download (1MB)
	Text S_MBS_1806607_Chapter3.pdf Download (911kB)
	Text S_MBS_1806607_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB)
	Text S_MBS_1806607_Chapter5.pdf Download (164kB)
	Text S_MBS_1806607_Appendix.pdf Restricted to Staf Perpustakaan Download (5MB)

Abstract

Rachmah Nur Artanti (1806607), “Pengaruh Brand Image dan Brand Credibility terhadap Brand Loyalty (Survei Pada Anggota The Body Shop Di Indonesia)”. Di bawah bimbingan Dr. Bambang Widjajanta, M.M dan Dr. Puspo Dewi Dirgantari, S.Pd., M.T., M.M. Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh brand image dan brand credibility terhadap brand loyalty pada anggota The Body Shop di Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Variabel terikat dalam penelitian ini adalah brand loyalty serta variabel bebas brand image dan brand credibility. Populasi dalam penelitian ini adalah anggota The Body Shop di Indonesia. Pengambilan sampel dalam penelitian ini dengan menggunakan metode sampel penilaian atau purposive sampling dengan menggunakan teknik non-probability sampling terhadap 200 responden. Teknik analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan bahwa gambaran brand image, brand credibility, dan brand loyalty berada pada kategori tinggi. Hasil penelitian menunjukkan brand image berpengaruh signifikan terhadap brand loyalty, brand credibility berpengaruh signifikan terhadap brand loyalty, serta variabel brand image dan brand credibility berpengaruh signifikan terhadap brand loyalty. Kata kunci: Brand image, brand credibility, dan brand loyalty Rachmah Nur Artanti (1806607), “The Influence of Brand Image and Brand Credibility on Brand Loyalty (A Survey on Members of The Body Shop in Indonesia)”. Under the guidance of Dr. Bambang Widjajanta, M.M and Dr. Puspo Dewi Dirgantari, S.Pd., M.T., M.M. This study aims to obtain an overview and determine the influence of brand image and brand credibility on brand loyalty among members of The Body Shop in Indonesia. The research utilizes descriptive and verificative methods with a quantitative approach. The dependent variable in this study is brand loyalty, while the independent variables are brand image and brand credibility. The population in this study were members of The Body Shop in Indonesia. Sampling is conducted using an assessment sample method or purposive sampling method with non- probability sampling technique on 200 respondents. The analysis technique used is Structural Equation Modeling (SEM). The findings of this research indicate that brand image, brand credibility, and brand loyalty are in the high category. The results show that brand image significantly influences brand loyalty, brand credibility significantly influences brand loyalty, and both brand image and brand credibility variables significantly influence brand loyalty. Keywords: Brand image, brand credibility, and brand loyalty.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Rachmah+Nur+Artanti&authuser=1# ID SINTA Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari: 5980376
Uncontrolled Keywords:	Citra merek, kredibilitas merek, dan loyalitas merek. Brand image, brand credibility, and brand loyalty.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Rachmah Nur Artanti
Date Deposited:	23 Sep 2024 06:27
Last Modified:	23 Sep 2024 06:27
URI:	http://repository.upi.edu/id/eprint/123709

Actions (login required)

View Item