ANALISIS PENGARUH KUALITAS PRODUK, KETERSEDIAAN PRODUK, CITRA MEREK, DAN KOMUNIKASI MEREK TERHADAP LOYALITAS MEREK (Studi Pada Pengguna Lipstik Viva di Kota Semarang)

PARAMITHA , Des Citra and SUKRESNA, I Made (2019) ANALISIS PENGARUH KUALITAS PRODUK, KETERSEDIAAN PRODUK, CITRA MEREK, DAN KOMUNIKASI MEREK TERHADAP LOYALITAS MEREK (Studi Pada Pengguna Lipstik Viva di Kota Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This study aims to analyse the impact of product quality, product availability, brand image, brand communication and brand trust on brand loyalty from Viva Cosmetics users in Semarang City. The variables used in this study is product quality, product availability, brand image, brand communication as independent variables, brand trust as an intervening variable and brand loyalty as an dependent variable. The population in this thesis are the users of Viva Cosmetics in Semarang City. The samples in this study were 200 respondents. This study uses analytical techniques of Structural Equation Modelling (SEM) with AMOS 24.0 as the analysis instrument. The result show that product quality has positive and significant effect on brand trust, product availability has positive and significant effect on brand trust, brand image has positive and significant effect on brand trust, brand communication has no positive and significant effect on brand trust, and brand trust has positive and significant effect on brand loyalty.

Item Type:Thesis (Undergraduate)
Additional Information:product quality, product availability, brand image, brand communication, brand trust, brand loyalty.
Uncontrolled Keywords:product quality, product availability, brand image, brand communication, brand trust, brand loyalty.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:76515
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:20 Sep 2019 15:05
Last Modified:20 Sep 2019 15:05

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