PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY COKELAT SILVER QUEEN (Studi Kasus Mahasiswa Kampus Inderalaya Universitas Sriwijaya)

Siam, Uswatun Indriyani Nur and Widad, Ahmad and Nailis, Welly (2018) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY COKELAT SILVER QUEEN (Studi Kasus Mahasiswa Kampus Inderalaya Universitas Sriwijaya). Undergraduate thesis, Sriwijaya University.

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Abstract

This research was conducted to analyze the effect of Brand Image and Brand Trust on Brand Loyalty Silver Queen chocolate on Student of Inderalaya Campus of Sriwijaya University. This study uses the primary data obtained through questionnaires, sampel taken as many as 100 people by using accidental sampling method. The analysis technique used is multiple linear regression analysis, F test and T test. The result of the research on F test shows the significant value 0.000 which means independent variable consisting of Brand Image and Brand Trust simultaneously have a positive and significant effect on Brand Loyalty in consuming Silver Queen chocolate. This research also shows partially that Brand Image variable has no partial effect on Brand Loyalty , while Brand Trust variables partially influence on Brand Loyalty in consuming Silver Queen chocolate at Inderalaya Student of Sriwijaya University.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Brand Trust, Brand Loyalty
Subjects:	T Technology > T Technology (General) > T1-995 Technology (General) > T325 Trademarks
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mrs Dies Meirita Sari
Date Deposited:	28 Aug 2019 04:35
Last Modified:	28 Aug 2019 04:35
URI:	http://repository.unsri.ac.id/id/eprint/4983

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