Pengaruh Bland Association, Brand Awareness, Perceived Quality terhadap Brand Loyalty, Brand Trust, dan Brand Strength

Harjopranoto, Noel Adrian (2012) Pengaruh Bland Association, Brand Awareness, Perceived Quality terhadap Brand Loyalty, Brand Trust, dan Brand Strength. Jurnal thesis, STIE YKPN.

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Abstract

The purpose of this study was to test the effect of brand awareness, brand association, perceived quality, on brand trust, brand loyalty, and brand strength. Respondent of this research were Oreo consumers. Data was collected using questionnaire on two hundred and forty people. Hyphothesis were tested SEM (Structural Equation Model). Theres were twelve result of this research. First, brand association didn,t effect on brand loyalty. Second, brand awareness didn’t effect on brand loyalty. Third, perceived quality didn’t effect on brand strength. Fourth, brand association did effect on brand trust. Fiveth, brand awareness didn effect on brand loyalty. Sixth, brand awareness did effect on brand trust. Seventh, brand trust did effect on brand loyalty. Eighth, brand loyalty did effect on brand strength. Nineth, brand associaiton.

Item Type: Thesis (Jurnal)
Uncontrolled Keywords: Tesis dapat dibaca di Perpustakaan dengan call number ADR p 224/20012
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 31 Jul 2019 08:45
Last Modified: 31 Jul 2019 08:45
URI: http://repository.stieykpn.ac.id/id/eprint/472

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