Eka Ratna Sari, 1116051021 (2015) MEMBANGUN LOYALITAS MEREK MELALUI KEPERCAYAAN MEREK, KARAKTERISTIK MEREK, DAN KARAKTERISTIK HUBUNGAN PELANGGAN-MEREK (Studi Pada Pelanggan Bedak Muka Pixy di Bandar Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstrak
ABSTRAK MEMBANGUN LOYALITAS MEREK MELALUI KEPERCAYAAN MEREK, KARAKTERISTIK MEREK, DAN KARAKTERISTIK HUBUNGAN PELANGGAN-MEREK (Studi Pada Pelanggan Bedak Muka Pixy di Bandar Lampung) Oleh Eka Ratna Sari Penelitian ini bertujuan untuk mengetahui pengaruh variabel kepercayaan merek, karakteristik merek, dan karakteristik hubungan pelanggan-merek terhadap loyalitas merek pada pelanggan pixy di Bandar lampung. Jenis penelitian yang digunakan dalam penelitian ini adalah eksplanasi. Penelitian ini menggunakan sampel sebanyak 100 pelanggan pixy yang berbelanja di stokis Bandar lampung. Analisis data dalam penelitian ini menggunakan teknik Regresi Linier Berganda dengan alat uji SPSS 20. Pengujian hipotesis menggunakan uji R, Uji F dan Uji T. Hasil penelitian ini menunjukkan bahwa secara simultan, kepercayaan merek, karakteristik merek, dan karakteristik hubungan pelanggan-merek berpengaruh signifikan terhadap loyalitas merek. Secara parsial, untuk variabel kepercayaan merek, dan karakteristik hubungan pelanggan-merek berpengaruh signifikan terhadap loyalitas merek, untuk variabel karakteristik merek berpengaruh namun tidak signifikan terhadap loyalitas merek. Kata kunci: Kepercayaan merek, karakteristik merek, karakteristik hubungan pelanggan-merek ABSTRACT BUILDING BRAND LOYALTY THROUGH BRAND TRUST, BRAND CHARACTERISTICS AND CHARACTERISTICS OF CUSTOMER - BRAND RELATIONSHIP (A Study on Face Powder Pixy Customer in Bandar Lampung) By Eka Ratna Sari This study aimed to determine the effect of brand trust variables, brand characteristics, and characteristics of customer-brand relationship towards brand loyalty of pixy customers in Bandar Lampung. The type of this research was explanatory. This study used 100 customers who shopped at stockist pixy Bandar Lampung as samples. Analysis of the data in this study used the technique of Multiple Linear Regression testing tool SPSS 20. Hypothesis testing used R test, test and test F T. Results of this study showed that simultaneously, brand trust, brand characteristics, and characteristics of customer-brand relationships have significant effect on brand loyalty. Partially, for the variable of brand trust and customer-brand relationships characteristics influence brand loyalty significantly, for brand characteristics variable has influence on brand loyalty but not significant. Keywords: brand trust, brand characteristics, characteristics of customer-brand relationships.
| Tipe Karya Ilmiah: | Skripsi |
|---|---|
| Subyek: | > H Social Sciences (General) |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Depositing User: | 3744032 . Digilib |
| Date Deposited: | 26 Jun 2015 02:56 |
| Last Modified: | 26 Jun 2015 02:56 |
| URI: | http://digilib.unila.ac.id/id/eprint/10479 |
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