?url_ver=Z39.88-2004&rft_id=1811011073&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KOMUNIKASI+DAN+CITRA+MEREK+TERHADAP%0D%0AKEPERCAYAAN+MEREK+KOPI+SACHET+NESCAFE%0D%0ADI+BANDAR+LAMPUNG%0D%0A&rft.creator=Muhammad++%2C+Zidan+Alfarizi&rft.subject=330+Ekonomi&rft.description=Penelitian+ini+bertujuan+untuk+menganalisis+pengaruh+komunikasi+dan+citra+merek+terhadap+kepercayaan+merek+kopi+sachet+Nescaf%C3%A9+di+Bandar+Lampung.+Dalam+konteks+pasar+yang+semakin+kompetitif%2C+penting+bagi+perusahaan+untuk+memahami+faktor-faktor+yang+mempengaruhi+kepercayaan+konsumen+terhadap+merek+mereka.+Penelitian+ini+menggunakan+pendekatan+kuantitatif+dengan+metode+survei+yang+melibatkan+150+responden+yang+merupakan+konsumen+kopi+sachet+Nescaf%C3%A9+di+Bandar+Lampung.+Data+dikumpulkan+melalui+kuesioner+yang+mengukur+variabel+komunikasi+merek%2C+citra+merek%2C+dan+kepercayaan+merek.+Analisis+data+dilakukan+menggunakan+teknik+regresi+berganda+untuk+menentukan+pengaruh+signifikan+dari+komunikasi+merek+dan+citra+merek+terhadap+kepercayaan+merek.+Hasil+penelitian+menunjukkan+bahwa+komunikasi+merek+berpengaruh+positif+dan+signifikan+terhadap+kepercayaan+merek%2C+demikian+pula+dengan+citra+merek.+Temuan+ini+mengindikasikan+bahwa+perusahaan+perlu+memperkuat+strategi+komunikasi+merek+dan+meningkatkan+citra+merek+untuk+membangun+dan+mempertahankan+kepercayaan+konsumen.+Penelitian+ini+memberikan+wawasan+bagi+manajer+pemasaran+dalam+merumuskan+strategi+yang+efektif+untuk+meningkatkan+loyalitas+dan+kepuasan+konsumen+terhadap+produk+kopi+sachet+Nescaf%C3%A9.%0D%0AKata+Kunci%3A+Komunikasi+Merek%2C+Citra+Merek%2C+Kepercayaan+Merek%2C+Kopi+Sachet%2C+Nescaf%C3%A9%2C+Bandar+Lampung.%0D%0A%0D%0AThis+study+aims+to+analyze+the+impact+of+brand+communication+and+brand+image+on+brand+trust+for+Nescaf%C3%A9+sachet+coffee+in+Bandar+Lampung.+In+an+increasingly+competitive+market%2C+it+is+crucial+for+companies+to+understand+the+factors+that+influence+consumer+trust+in+their+brand.+This+research+employs+a+quantitative+approach+with+a+survey+method+involving+150+respondents+who+are+consumers+of+Nescaf%C3%A9+sachet+coffee+in+Bandar+Lampung.+Data+were+collected+through+a+questionnaire+measuring+the+variables+of+brand+communication%2C+brand+image%2C+and+brand+trust.+Data+analysis+was+conducted+using+multiple+regression+techniques+to+determine+the+significant+effects+of+brand+communication+and+brand+image+on+brand+trust.+The+findings+indicate+that+both+brand+communication+and+brand+image+have+a+positive+and+significant+impact+on+brand+trust.+This+suggests+that+companies+should+strengthen+their+brand+communication+strategies+and+enhance+their+brand+image+to+build+and+maintain+consumer+trust.+The+study+provides+insights+for+marketing+managers+to+formulate+effective+strategies+for+increasing+consumer+loyalty+and+satisfaction+with+Nescaf%C3%A9+sachet+coffee.%0D%0AKeywords%3A+Brand+Communication%2C+Brand+Image%2C+Brand+Trust%2C+Sachet+Coffee%2C+Nescaf%C3%A9%2C+Bandar+Lampung.%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2024-10-24&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F80948%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F80948%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F80948%2F3%2F3.%2520SKRIPSI%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++Muhammad+%2C+Zidan+Alfarizi++(2024)+PENGARUH+KOMUNIKASI+DAN+CITRA+MEREK+TERHADAP+KEPERCAYAAN+MEREK+KOPI+SACHET+NESCAFE+DI+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F80948%2F