Pengaruh Kepercayaan Merek, Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Merek Sepatu Reebok di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Putra, Andika Maesa Cahya
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-01-09 02:39:48
Abstract :
This study aims to determine the effect of brand trust, brand image and customer satisfaction on brand loyalty. The population in this study are customers of the Reebok shoe brand in Surabaya. The data source used is primary data. The sampling technique used in this study was purposive sampling method. The population size is not known with certainty because the population is very large and unlimited, so to determine the number of samples, the Lemeshow formula can be used to obtain 100 respondents. The analysis technique used in this study is multiple linear regression analysis using SPSS (Statistical Product and Service Solution) version 23.0. The results showed that brand trust, brand image and customer satisfaction simultaneously and partially had a significant effect on brand loyalty among Reebok shoe customers in Surabaya. Keywords: brand trust, brand image, customer satisfaction, brand loyalty.
This study aims to determine the effect of brand trust, brand image and customer satisfaction on brand loyalty. The population in this study are customers of the Reebok shoe brand in Surabaya. The data source used is primary data. The sampling technique used in this study was purposive sampling method. The population size is not known with certainty because the population is very large and unlimited, so to determine the number of samples, the Lemeshow formula can be used to obtain 100 respondents. The analysis technique used in this study is multiple linear regression analysis using SPSS (Statistical Product and Service Solution) version 23.0. The results showed that brand trust, brand image and customer satisfaction simultaneously and partially had a significant effect on brand loyalty among Reebok shoe customers in Surabaya. Keywords: brand trust, brand image, customer satisfaction, brand loyalty.
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