Skripsi S1

Pengaruh Brand Image dan Brand Personality terhadap Brand Loyalty melalui Brand Trust sebagai Variabel Intervening (Studi pada Konsumen Mie Instan Merek Indomie di Kecamatan Kebumen)

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Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan brand personality terhadap brand loyalty melalui brand trust pada konsumen mie instan merek Indomie di Kecamatan Kebumen. Pengumpulan data dilakukan dengan kuesioner, dengan menggunakan Skala Likert 4. Penelitian ini mengambil sampel 100 responden pada konsumen Indomie. Hipotesis diuji menggunakan program SPSS 21.00 for windows. Hasil penelitian ini menunjukkan bahwa brand image tidak berpengaruh terhadap brand trust. Brand personality berpengaruh positif dan signifikan terhadap brand trust. Brand image berpengaruh positif dan signifikan terhadap brand loyalty. Brand personality tidak berpengaruh terhadap brand loyalty. Brand trust berpengaruh positif dan signifikan terhadap brand loyalty. Brand image tidak berpengaruh terhadap brand loyalty melalui brand trust. Brand personality berpengaruh positif signifikan terhadap brand loyalty melalui brand trust.
Kata Kunci: Brand Image, Brand Personality, Brand Trust, Brand Loyalty.
Abstract
This study aims to analyze the effect of brand image and brand personality on brand loyalty through brand trust in Indomie brand instant noodle consumers in Kebumen District. Data was collected by questionnaire, using a Likert Scale 4. This study took a sample of 100 respondents in Indomie consumers. The hypothesis was tested using the SPSS 21.00 program for windows. The results of this study indicate that brand image has no effect on brand trust. Brand personality has a positive and significant effect on brand trust. Brand image has a positive and significant effect on brand loyalty. Brand personality does not affect brand loyalty. Brand trust has a positive and significant effect on brand loyalty. Brand image does not affect brand loyalty through brand trust. Brand personality has a positive and significant effect on brand loyalty through brand trust.
Keywords: Brand Image, Brand Personality, Brand Trust, Brand Loyalty.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Nur p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

text

Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Nur Laelatul Hidayah

Versi lain/terkait

Lampiran Berkas

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