STUDI MENGENAI BRAND COMMUNICATION DAN KUALITAS PRODUK TERHADAP BRAND TRUST SERTA DAMPAKNYA TERHADAP BRAND LOYALTY (Studi pada Konsumen Pelembab Wajah Merek Pond’s di Kota Semarang)

DEBORA, Jessica Theresia and INDRIANI , Farida (2017) STUDI MENGENAI BRAND COMMUNICATION DAN KUALITAS PRODUK TERHADAP BRAND TRUST SERTA DAMPAKNYA TERHADAP BRAND LOYALTY (Studi pada Konsumen Pelembab Wajah Merek Pond’s di Kota Semarang). Undergraduate thesis, Fakultas Ekonomika Dan Bisnis.

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Abstract

This study aims to analyze the influence of brand communication and product quality towards brand trust that have an impact on the brand loyalty of moisturizer cream Pond’s. The sampling method used in this research is non-probability sampling with purposive sampling technique. Samples were collected from 100 woman respondents on Semarang who knows the information about Pond’s Indonesia and had used Pond’s Indonesia product. Analysis method used here is multiple regression analysis which includes validity test, reliability test, classic assumption test, multiple linear regression tests, f-test, determination test, hypothesis test (t statistic test), and Sobel test. The result showed that brand communication and product quality has positive and significant influence toward the brand trust. While brand trust as the intervening variable has positive and significant influence toward the brand loyalty.

Item Type:Thesis (Undergraduate)
Additional Information:brand communication, product quality, brand trust, brand loyalty
Uncontrolled Keywords:brand communication, product quality, brand trust, brand loyalty
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:58476
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:19 Dec 2017 09:36
Last Modified:19 Dec 2017 09:36

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