Pengaruh citra merek dan brand familiarity terhadap loyalitas konsumen terhadap erigo apparel

Renaldy, Dymas (2022) Pengaruh citra merek dan brand familiarity terhadap loyalitas konsumen terhadap erigo apparel. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek, dan Brand Familiarity Terhadap Loyalitas Konsumen Erigo apparel. Metode yang digunakan dalam penelitian ini bersifat kuantitatif.Penentuan sampel dalam penelitian ini menggunakan teknik purposive sampling yang merupakan salah satu teknik nonprobabilitas dimana peneliti memilih sampel dengan pertimbangan tertentu dengan ciri-ciri yang sudahditentukan berdasarkan tujuan penelitian, dengan harapan dapat menjawab permasalahan penelitian. Jumlah sampel dalam penelitian ini sebanyak 80 responden. Pengolahan data dalam penelitian ini dengan menggunkan analisis regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Citra Merek, dan Brand Familiarity berpengaruh signifikan terhadap Loyalitas Konsumen Erigo apparel. Hasil adjusted R square sebesar 0,735 menunjukkan bahwa dari persamaan tersebut, perubahan nilai Y dipengaruhi oleh variabel Citra Merek, dan Brand Familiarity sebesar 73,5%. Sedangkan sisanya sebesar 0,26,5 atau 26,5% dipengaruhi oleh variabel lain yang tidak disertakan dalam penelitian ini. Kata Kunci : Citra Merek, Brand Familiarity, Loyalitas Konsumen ABSTRACT This study aims to determine the effect of Brand Image, and Brand Familiarity on Consumer Loyalty of Erigo apparel. The method used in this study is quantitative. The determination of the sample in this study uses a purposive sampling technique which is a non-probability technique in which the researcher selects a sample with certain considerations with characteristics that have been determined based on the research objectives, in the hope of answering research problems. The number of samples in this study were 80 respondents. Data processing in this study using multiple linear regression analysis with the help of SPSS. The results showed that Brand Image, and Brand Familiarity had a significant effect on Consumer Loyalty of Erigo apparel. The adjusted R square result of 0.735 shows that from this equation, the change in Y value is influenced by the Brand Image variable, and Brand Familiarity is 73.5%. While the remaining 0.26.5 or 26.5% is influenced by other variables that are not included in this study. Keywords: Brand Image, Brand Familiarity, Consumer LoyaltY

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Citra Merek, Brand Familiarity, Loyalitas konsumen Brand image, Brand Familiarity, Consumer Loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	DYMAS RENALDY .
Date Deposited:	21 Apr 2022 00:24
Last Modified:	21 Apr 2022 00:24
URI:	http://erepository.uwks.ac.id/id/eprint/11608

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