Analisis Pengaruh Company Characteristic, Consumer Brand Characteristic, Dan Brand Credibility Terhadap Brand Loyalty Shampo Pantene Di Soloraya
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Institusion
Universitas Muhammadiyah Surakarta
Author
Maytasari, Dwi
, Dr. Drs. Moechammad Nasir, MM
, Dr. Drs. Moechammad Nasir, MM
Subject
HB Economic Theory
Datestamp
2022-08-10 04:06:12
Abstract :
This study aims to analyze and discuss the effect of company characteristic, consumer brand characteristic, and brand credibility on brand loyalty in Pantene shampoo in Soloraya. The population in this study were consumers of Pantene shampoo in Soloraya with a sample of 217 respondents. Data collection techniques through the distribution of questionnaires. Analysis of the data in this study using SmartPLS version 3.0. The sampling technique in this study uses purposive sampling and the data testing technique used in this study includes the outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and multicollinearity tests as well as the inner model consisting of coefficient determination, goodness of fit. , test effect size (f2), and test the hypothesis. The results of this study indicate that company characteristic has a significant effect on brand loyalty, consumer brand characteristic has a significant effect on brand loyalty, and brand credibility has no significant effect on brand loyalty
This study aims to analyze and discuss the effect of company characteristic, consumer brand characteristic, and brand credibility on brand loyalty in Pantene shampoo in Soloraya. The population in this study were consumers of Pantene shampoo in Soloraya with a sample of 217 respondents. Data collection techniques through the distribution of questionnaires. Analysis of the data in this study using SmartPLS version 3.0. The sampling technique in this study uses purposive sampling and the data testing technique used in this study includes the outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and multicollinearity tests as well as the inner model consisting of coefficient determination, goodness of fit. , test effect size (f2), and test the hypothesis. The results of this study indicate that company characteristic has a significant effect on brand loyalty, consumer brand characteristic has a significant effect on brand loyalty, and brand credibility has no significant effect on brand loyalty
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