?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+BRAND+EQUITY+DAN+CELEBRITY+ENDORSE+TERHADAP+KEPERCAYAAN%0D%0AMEREK+PADA+KONSUMEN+BANANA+FOSTER+LAMPUNG%2C+BANDAR+LAMPUNG.&rft.creator=KRISTINA+TRI+AMBARWATI%2C+1516051019&rft.subject=+&rft.description=Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+brand+equity+yang%0D%0Adikelompokkan+menjadi+loyalitas+merek%2C+kesadaran+merek%2C+asosiasi+merek+serta%0D%0Apersepsi+kualitas%2C+dan+celebrity+endorse+terhadap+kepercayaan+merek+pada%0D%0Akonsumen+Banana+Foster+Lampung%2C+Bandar+Lampung+baik+secara+parsial+maupun%0D%0Asimultan.+Kepercayaan+merek+adalah+keyakinan+konsumen+terhadap+suatu+merek%0D%0Ayang+di+jual+dengan+berbagai+resiko+yang+akan+diterimanya+dengan+harapan+bahwa%0D%0Amerek+tersebut+dapat+diandalkan+untuk+kemudian+hari.+Jenis+penelitian+ini%0D%0Amenggunakan+explanatory+research.+Jumlah+sampel+yang+digunakan+dalam%0D%0Apenelitian+ini+adalah+sebanyak+100+orang+responden+konsumen+Banana+Foster%0D%0ALampung.+Alat+analisis+teknik+regresi+linier+berganda+dibantu+dengan+program%0D%0ASPSS.25%2C0.+Hasil+penelitian+ini+secara+parsial+terdapat+pengaruh+yang+signifikan%0D%0Apada+variabel+brand+equity+dan+celebrity+endorse+terhadap+kepercayaan+merek.%0D%0ASementara+secara+simultan%2C+terdapat+pengaruh+yang+signifikan+pada+variabel+brand%0D%0Aequity+dan+celebrity+endorse+terhadap+kepercayaan+merek.+Kesimpulan+pada%0D%0Apenelitian+ini+yaitu+variabel+brand+equity+dan+celebrity+endorse+terhadap%0D%0Akepercayaan+merek+memiliki+nilai+positif+dan+signifikan.%0D%0AKata+kunci+%3A+Brand+Equity%2C+Celebrity+Endorse+dan+Kepercayaan+Merek%0D%0A%0D%0A%0D%0AThe+purpose+of+this+study+is+to+determine+variable+of+brand+equity+which+are%0D%0Agrouped+into+brand+loyalty%2C+brand+awarness%2C+brand+association%2C+quality%0D%0Aperception+and+celebrity+endorse+to+brand+trust+in+Banana+Foster+Lampung%0D%0Aconsumers+Bandar+lampung+effect+either+partially+or+simultaneously.+Brand+trust%0D%0Ais+consumer+confidence+in+a+brand+that+is+sold+with+various+risks+that+will+be%0D%0Aaccepted+with+the+hope+that+the+brand+can+be+relied+on+in+the+future.+This+type+of%0D%0Areseacrh+in+this+explanatory+research.+The+number+of+samples+used+in+this+study+is%0D%0A100+respondent+people+of+consumers+in+Banana+Foster+Lampung.+This+research%0D%0Atoo+use+multiple+linier+regression+tehnique+assisted+with+SPSS+25%2C0+program.+The%0D%0Aresult+of+this+research+is+partially+influence+between+variable+brand+equity+and%0D%0Acelebrity+endorse+to+brand+trust+in+consumers+Banana+Foster+Lampung.%0D%0AMeanwhile+simultaneously+there+is+significant+effect+between+variable+brand%0D%0Aequity+and+celebrity+endorse+to+brand+trust+in+consumers+Banana+Foster%0D%0ALampung.+Conclusion+this+type+of+research+that+is+variable+brand+equity+and%0D%0Acelebrity+endorse+to+brand+trust+in+consumers+Banana+Foster+Lampung+have+a%0D%0Apositive+and+significant+value.%0D%0AKeyword+%3A+Brand+Equity%2C+Celebritiy+Endorse+and+Brand+Trust&rft.publisher=Fakultas+Ilmu+Sosial+dan+Ilmu+Politik&rft.date=2019-10-11&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55691%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55691%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55691%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++KRISTINA+TRI+AMBARWATI%2C+1516051019++(2019)+PENGARUH+BRAND+EQUITY+DAN+CELEBRITY+ENDORSE+TERHADAP+KEPERCAYAAN+MEREK+PADA+KONSUMEN+BANANA+FOSTER+LAMPUNG%2C+BANDAR+LAMPUNG.++Fakultas+Ilmu+Sosial+dan+Ilmu+Politik%2C+Universitas+Lampung.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F55691%2F