PENGARUH KEPUASAN MEREK TERHADAP LOYALITAS MEREK YANG DIMEDIASI OLEH KEPERCAYAAN MEREK PADA PELANGGAN AIR MINUM AQUA

IBRAHIM, IBRAHIM (2011) PENGARUH KEPUASAN MEREK TERHADAP LOYALITAS MEREK YANG DIMEDIASI OLEH KEPERCAYAAN MEREK PADA PELANGGAN AIR MINUM AQUA. Buletin Ekonomi, Jurnal Manajemen, Akuntansi dan Ekonomi Pembangunan, IX (1). pp. 59-66. ISSN 1410-2293

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    Abstract

    This study took the title of the effect of brand satisfaction on brand loyalty mediated by customer trust in the brand Aqua drinking water. Population used was Aqua customer in Yogyakarta city, sampling techniques using a purposive sampling with total sample of 100 people. Variable measurement scale using 5- point Likert scale, from strongly disagree (1) to strongly agree (5). This research analysis tool using SEM (Structural Equation Modeling) using the program AMOS 16.0. The result showed that satisfaction with the brand has positive and significant impact on brand trust, brand trust has positive and significant impact on brand loyalty, brand satisfaction has positive and significant impact on brand loyalty with the mediation on brand trust. Key Word : SEM, brand satisfaction, brand trust, brang loyalty, Aqua

    Item Type: Article
    Subjects: 600 Teknologi
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Eny Suparny
    Date Deposited: 02 Nov 2012 09:38
    Last Modified: 02 Nov 2012 09:38
    URI: http://repository.upnyk.ac.id/id/eprint/4351

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