PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND TRUST DAN DAMPAKNYA PADA BRAND LOYALTY (Studi Kasus Pada Konsumen Bumbu Penyedap Rasa Masako di Kota Pontianak)
| Main Author: | admin, ROSA ERLIN APRILIATI B11111017 |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
Jurnal Manajemen Update
, 2016
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| Online Access: |
http://jurnal.untan.ac.id/index.php/ejmfe/article/view/15942 |
Daftar Isi:
- Background of this research is the increasing of food industry growth especially in seasoning flavor product in Indonesian market. This condition used by the producers to increase their selling. One of the popular seasoning flavor product is Masako. Masako become more popular in Indonesia because it easy to get and have good flavor according to the customers. Masako company use perceived quality, brand image, brand trust strategy to influence customer loyalty to their product. The purpose of this study was to determine the effect of perceived quality and brand image to brand trust of Masako product and their impact on brand loyalty. Responden in this research is the customers of Masako product in Indonesia. The data sample collection was done by spreading questionnaires to 100 respondents through judgment sampling. The analytical method used in this research is quantitative analysis. This research use path analysis as the tools of analysis. The variables are Perceived Quality (X1), Brand Image (X2), Brand Trust (Y1), and Brand Loyalty (Y2). The result based on hypothesis testing using t test is that partialy perceived quality and brand image have significant effect to brand trust, perceived quality and brand trust have significant effect to brand loyalty, but brand image have no significant effect brand loyalty. Keywords: Perceived Quality, Brand Image, Brand Trust, Brand Loyalty.