PENGARUH KEPERCAYAAN MEREK, CITRA MEREK, DAN CELEBRITY ENDORSEMENT TERHADAP LOYALITAS MEREK BEDAK TABUR MUKA WARDAH DI SURABAYA
Total View This Week11

Institusion

Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya

Author

NOVITASARI, ANGGI

Subject

658.8 - MANAGEMENT OF MARKETING 

Datestamp

2017-09-04 02:19:02 

Abstract :
The competition in Indonesia cosmetics industry is growing rapidly. Many brands of face powder which available in market place have a good quality and popular. Wardah was one of halal cosmetics manufactured in Indonesia. This study aims to describe a nd analyze the influence of brand trust, brand image, and celebrity endorsement on brand loyalty of Wardah face powder in Surabaya. Data collected with questionnaire which given to 97 respondents from community of Surabaya. Sample was selected by judgement sampling. Technique analysis of the data used MRA (Multiple Regression Analysis). The results found that brand trust has significant effect on brand loyalty. Brand image has no significant effect on brand loyalty and celebrity endorsement has no significa nt effect on brand loyalty. The results showed that brand trust, brand image and celebrity endorsement effect significantly on brand loyalty. Keywords : Brand Trust, Brand Image, Celebrity Endorsement, Brand Loyalty 

File :
ARTIKEL ILMIAH.pdf
COVER.pdf
BAB 1.pdf
BAB 2.pdf
BAB 3.pdf
BAB 4.pdf
BAB 5.pdf
LAMPIRAN.pdf