PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN SMARTPHONE SAMSUNG (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

LIGA, RIOVALDO INDRAJAYA and Maulana, Ahmad (2024) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN SMARTPHONE SAMSUNG (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011281823077.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (3MB) | Request a copy
	Text RAMA_61201_01011281823077_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (8MB) | Request a copy
	Text RAMA_61201_01011281823077_0025127510_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_61201_01011281823077_0025127510_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (314kB) | Request a copy
	Text RAMA_61201_01011281823077_0025127510_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (316kB) | Request a copy
	Text RAMA_61201_01011281823077_0025127510_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (465kB) | Request a copy
	Text RAMA_61201_01011281823077_0025127510_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (11kB) | Request a copy
	Text RAMA_61201_01011281823077_0025127510_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (246kB) | Request a copy
	Text RAMA_61201_01011281823077_0025127510_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (603kB) | Request a copy

Abstract

The purpose of this study is to determine the impact of brand image and brand trust on customer loyalty of Samsung’s Smartphones, both simultaneously and partially. This quantitative study used a primary data obtained by distributing questionnaires to 100 respondents. The sampling technique used in this study was a purposive sampling technique. The analysis technique used in this study are descriptive analysis, the F test, the T test, multiple linear regression, and coefficient of determination (R2) test. This study showed a result that brand image and brand trust simultaneously has a significant impact on customer loyalty. Brand image partially has a significant impact on customer loyalty. Brand trust partially has a significant impact on customer loyalty. The multiple linear regression analysis showed a result that brand image has a dominant impact on customer loyalty

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra merek, Kepercayaan merek, Loyalitas pelanggan
Subjects:	H Social Sciences > HF Commerce > HF5546-5548.6 Office management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Riovaldo Indrajaya Liga
Date Deposited:	22 Mar 2024 08:00
Last Modified:	25 Mar 2024 04:26
URI:	http://repository.unsri.ac.id/id/eprint/138634

Actions (login required)

View Item