Pengaruh Brand Trust terhadap loyalitas pelanggan produk minuman Pocari Sweat di Surabaya

Nurohman, Wahit Syahirul (2019) Pengaruh Brand Trust terhadap loyalitas pelanggan produk minuman Pocari Sweat di Surabaya. Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian yang berjudul “Pengaruh Brand Trust Terhadap Loyalitas Pelanggan produk minuman Pocari Sweat Di Surabaya”, menjelaskan tentang kepercayaan konsumen terhadap produk minuman Pocari Sweat sehinggan membentuk kepercayaan merek di benak konsumen. Penelitian ini menggunakan jenis dan sumber data kualitatif dan kuantitatif dengan sumber data dari data primer dan data sekunder. Populasi penelitian ini adalah konsumen yang ada dikota Surabaya berjumlah 94 orang. Teknik sampling yang digunakan yaitu Incidental Sampling dengan teknik analisis data regresi linier berganda. Hasil dari penelitian ini menunjukan bahwa Brand Reliability berpengaruh dominan dan signifikan terhadap loyalitas pelanggan Pocari Sweat, serta menunjukan Brand Reliability dan Brand Intention secara simultan berpengaruh positif dan signifikan terhadap loyalitas pelanggan Pocari Sweat di Kota Surabaya. Kata Kunci : Brand Trust, Brand Reliability, Brand Intentions dan Loyalitas pelanggan ABSTRACT The study entitle “The influence Brand trust on custumer loyalty of Pocari Sweat beverage product in surabaya”, explain about consumer confidence in Pocari sweat beverage product so as to shape brand trust in the minds of consumers. This research uses qualitative and quantitave data types and sources whit data sources from primary data and secondary data. The poulation of this study was 94 consumers in the city of surabaya. The sampling technique used is incedental sampling whit multiple linier regression data analysis techniques. The results of this study indicate that brand reliability has dominant and significant effect on customer loyalty to pocari sweat, and shows that brand reliability and brand intentions simultaneously have a positive and significant effect on the loyalty of pocari sweat customers in the city of surabaya. Keywords: Brand trust, Brand Reliability, Brand Intentions and Customer loyalty

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Trust, Brand Reliability, Brand Intentions dan Loyalitas pelanggan
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Wahit Syahirul N.
Date Deposited:	14 Mar 2019 11:21
Last Modified:	14 Mar 2019 11:21
URI:	http://erepository.uwks.ac.id/id/eprint/3636

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