Skripsi S1

Analisis Pengaruh Brand Trust, Brand Satisfaction Dan Brand Affect Terhadap Brand Loyalty (Studi pada Konsumen Frisian Flag di Kecamatan Kebumen)

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Abstrak
Penelitian ini bertujuan untuk menganalisis Brand Loyalty konsumen Frisian Flag di Kecamatan Kebumen. Penelitian ini menggunakan variabel Brand Trust, Brand Satisfaction dan Brand Affect untuk menganalisis pengaruh Brand Loyalty pada konsumen Frisian Flag di Kecamatan Kebumen. Populasi penelitian ini yaitu Konsumen Frisian Flag di Kecamatan Kebumen. Sampel dalam penelitian ini sebanyak 100 orang. Teknik pengambilan sampel yang digunakan adalah Purposive Sampling. Metode pengumpulan data dengan kuisioner. Sikap responden diukur dengan skala likert 4 tingkatan dan data yang diperoleh diolah dengan analisis SPSS (Statistical Product and Service Solution) for 24.0. Analisis data menggunakan analisis deskriptif, dan analisis statistik. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara Brand Trust terhadap Brand Loyalty, selanjutnya Brand Satisfaction berpengaruh signifikan terhadap Brand Loyalty, Brand Affect berpengaruh signifikan terhadap Brand Loyalty serta Brand Trust, Brand Satisfaction dan Brand Affect secara bersama-sama berpengaruh terhadap Brand Loyalty.
Kata Kunci: Brand Trust, Brand Satisfaction, Brand Affect , Brand Loyalty
Abstract
This Study aims to analyze the Brand Loyalty of Frisian Flag consumers in Kebumen district. This study uses Brand Trust, Brand Satisfaction and Brand Affect to analyse the influence of Brand Loyalty in Frisian Flag consumers in Kebumen district. The population in this study is Frisian Flag consumer in Kebumen District. Samples in this study were 100 people. This sampling technique used was purposive sampling. Method of collecting data with a questionnaire. Respondents’ attitudes were measured by a 4 likert scale and the obtained was processed by SPSS analysis (Statistical Product and Service Solution) for 24.0. Data anaysis used descriptive analysis and statistical analysis. The results showed that there was a significan between Brand Trust and Brand Loyalty, then Brand Satisfaction has significant effect on Brand Loyalty, Brand Affect significant impact on Brand Loyalty and brand Trust, Brand Satisfaction and Brand Affect jointly affect Brand Loyalty.
Keywords: Brand Trust, Brand Satisfaction, Brand Affect , Brand Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Lae a c.

Penerbit

Kebumen : STIE Putra Bangsa., 2019

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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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

Laeli Nur Barokah

Versi lain/terkait

Lampiran Berkas

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