Eka, Wulandari (2020) PENGARUH KESADARAN MEREK TERHADAP KEPERCAYAAN MEREK DAN DAMPAKNYA TERHADAP LOYALITAS KONSUMEN PADA HAND AND BODY LOTION NIVEA. Other thesis, Universitas Darma Persada.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk menganalisis Pengaruh Kesadaran Merek Terhadap Kepercayaan Merek Dan Dampaknya Terhadap Loyalitas Konsumen Pada Hand and Body Lotion Nivea (Studi kasus Pada Konsumen Hand and Body Lotion Nivea di Jakarta Timur). Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 responden di Jakarta Timur yang menggunakan hand and body lotion Nivea. Pengambilan sampel dilakukan dengan menggunakan purposive sampling. Alat analisis yang digunakan adalah Path Analysis. Uji F, Uji T, dan Uji analisis koefisien (R²) dilakukan sebagai persyaratan statistik yang harus dipenuhi dalam melakukan analisis path analysis. hasil penelitian menunjukkan bahwa (1) Kesadaran Merek berpengaruh positif dan signifikan terhadap Kepercayaan Merek, (2) Kesadaran Merek berpengaruh negatif dan signifikan terhadap Loyalitas Konsumen, (3) Kepercayaan Merek berpengaruh positif dan signifikan terhadap Loyalitas Konsumen, (4) Kesadaran Merek berpengaruh terhadap Loyalitas Konsumen melalui Kepercayaan Merek. ABSTRACT The purpose of this study was to analyze the effect of brand awareness on brand trust and its impact on customer loyality at Hand and Body Lotion Nivea (Case Study of hand and body lotion Nivea customer in Jakarta Timur). Data collection is done by distributing questionnaires to 100 respondents on Jakarta Timur who used the hand and body lotion Nivea. Sampling is done using purposive sampling. The analytical tool used is Path Analysis. F test, T test, and coefficient analysis test (R²) are carried out as statistical requirements that must be fulfilled in conducting path analysis analysis. The results of the study show that (1) brand awareness have a positive and significant effect on brand trust, (2) brand awareness have a negative and significant effect on customer loyality, (3) brand trust has a positive and significant effect on customer loyality, (4) brand awareness affect indirectly through customer loyality through brand trust.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Kesadaran Merek, Kepercayaan Merek dan Loyalitas Konsumen |
| Subjects: | 600 Technology and Applied Sciences /Teknologi dan Ilmu-ilmu Terapan > 658.8342 Consumer Behavior/Perilaku Konsumen |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Trie anto Perpustakaan |
| Date Deposited: | 02 Dec 2021 07:23 |
| Last Modified: | 16 Apr 2024 04:28 |
| URI: | http://repository.unsada.ac.id/id/eprint/2163 |
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