PENGARUH REPUTASI, KOMPETENSI, KESUKAAN DAN KEPERCAYAAN MEREK PADA LOYALITAS MEREK (Studi pada Konsumen Kosmetik The Body Shop di Daerah Istimewa Yogyakarta)
| Main Authors: | , Veny Megawati T, , Dr. Sampurno, MBA., Apt. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2014
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/128009/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=68334 |
Daftar Isi:
- Lead to increased competition among many companies have sprung up similar products , thus causing competition between companies is getting sharper. This is the background of the importance of efforts to maintain brand loyalty. Brand reputation, brand competence, and brand liking are all factors that can provide a positive and significant impact on consumer confidence and loyalty to a brand. This study aims to determine the effect of brand reputation, brand competence, and brand liking to trust in the brand and the effect of trust in the brand to loyalty of consumers beauty products brand The Body Shop in the Daerah Istimewa Yogyakarta. This study is a correlational study with a questionnaire instrument, the number of respondents was 100 respondents. The technique is non-probability sampling, methods of non-probability sampling method used in this study is purposive sampling. Testing validity and reliabilias conducted on 30 volunteers, to test the validity of the method used Pearson Product Moment and reliability testing methods used Cronbach 's Alpha . In the analysis of data, the reputation of the brand has positive effect and significant on trust in a brand ( beta coefficient = 0,487