Pengaruh kesadaran merek, citra merek, kepercayaan merek, kepuasan pelanggan dan kualitas yang dirasa terhadap loyalitas merek floridina orange di surabaya
Daftar Isi:
- This study aimed to test the brand awareness, brand image, brand trust, customer satisfaction, and perceived quality on brand loyalty drinks Floridina Orange in Surabaya. This study using SPSS version 16.00. The population in this study is the drinks Floridina Orange in Surabaya. The data used in this study using a questionnaire. This research method used is quantitative method. To conduct this study, data were collected as many as 90 respondents. The sampling technique used was purposive sampling. Multiple linear regression analysis was used in this study to analyze the data statistically. The results showed that (1) a significant difference between the variables of brand awareness to brand loyalty drinks Floridina Orange in Surabaya, (2) a significant difference between the variables of brand image to brand loyalty drinks Floridina Orange in Surabaya, (3) a significant difference between the variables of brand trust to brand loyalty drinks Floridina Orange in Surabaya, (4) a significant difference between the variables of customer satisfaction to brand loyalty drink Floridina Orange in Surabaya, (5) a significant difference between the variables of perceived quality to brand loyalty drinks Floridina Orange in Surabaya. Key words: Brand Awareness, Brand Image, Brand Trust, Customer Satisfaction, Perceived Quality, Brand Loyalty.