@thesis{thesis,
		author={Wardana  Herditya Wisnu},
		title ={Pengaruh Trust In Brand Terhadap Brand Loyality Pada Konsumen Susu Ultra},
		year={2010},
		url={http://repository.ibs.ac.id/1670/},
		abstract={15 ABSTRACT This  research  is  aimed  to  study  empirically  the  effect  of  trust  in  a  brand variable   which   includes   brand   characteristic,   company   characteristic   and consumer  ?  brand  characteristic  to  brand  loyalty.  The  mark  being  researched  is Ultra Milk, which respondents are take from the customer of Ultra Milik. 
The  result  of  this  research  shows  that  simultaneous  variable  of  trust  in a brand  have  significant  effect  to  brand  loyalty,  but  partially  they  have  not significant effect to brand loyalty. The effect of trust in a brand to brand loyalty is 0.433  with  significance  level  of  0.000.  While  partially,  the  effect  of  trust  in  a brand variable is as follows: first, the brand characteristic has significant effect to brand loyalty with beta coefficient of 0.310 with significance level of 0.008, where brand  characteristic  has  dominant  effect  to  brand  loyalty.  Consumer  ?  brand characteristic  also  has  significant  to  brand loyalty  with  beta  coefficient  of  0.228 with  significance  level  of  0.024.  The  company  characteristic  has  not  significant effect  to  brand  loyalty  with  beta  coefficient  of  0.191  with  significance  level  of 0.073.
n the effort to increase loyalty to brand, the company must increase and maintain trust of customers to the company. Brand characteristic is as one of the most dominant variable must remain to be controlled directly by the company.
15 ABSTRACT This  research  is  aimed  to  study  empirically  the  effect  of  trust  in  a  brand variable   which   includes   brand   characteristic,   company   characteristic   and consumer  ?  brand  characteristic  to  brand  loyalty.  The  mark  being  researched  is Ultra Milk, which respondents are take from the customer of Ultra Milik. The  result  of  this  research  shows  that  simultaneous  variable  of  trust  in a brand  have  significant  effect  to  brand  loyalty,  but  partially  they  have  not significant effect to brand loyalty. The effect of trust in a brand to brand loyalty is 0.433  with  significance  level  of  0.000.  While  partially,  the  effect  of  trust  in  a brand variable is as follows: first, the brand characteristic has significant effect to brand loyalty with beta coefficient of 0.310 with significance level of 0.008, where brand  characteristic  has  dominant  effect  to  brand  loyalty.  Consumer  ?  brand characteristic  also  has  significant  to  brand loyalty  with  beta  coefficient  of  0.228 with  significance  level  of  0.024.  The  company  characteristic  has  not  significant effect  to  brand  loyalty  with  beta  coefficient  of  0.191  with  significance  level  of 0.073. In the effort to increase loyalty to brand, the company must increase and maintain trust of customers to the company. Brand characteristic is as one of the most dominant variable must remain to be controlled directly by the company. Key  Words  :  trust  in  a  brand,  brand  characteristic,  company  characteristic, consumer-brand characteristic, brand loyalty.}
		}