Pengaruh Brand Characteristic dan Company Characteristic terhadap Brand Loyalty pada Konsumen Handphone Bermerek Nokia di Universitas Sumatera Utara
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Institusion
Universitas Sumatera Utara
Author
Saragih, Nurdin (STUDENT ID : 070502105)
(LECTURER ID : 0007066702)
(LECTURER ID : 0007066702)
Subject
brand characteristic
Datestamp
2022-12-01 02:27:58
Abstract :
This research is aims to determine and analyze the effect of brand characteristic and company characteristic to brand loyalty to consumer handphone of Nokia at University of North Sumatera. This research is a kind of explanation of research, is research that can be assessed according to its level based on the purpose and object. The population in this research are student of University of North Sumatera the use of Nokia handphone. The analytical method used is descriptive analysis and statistical methods used multiple linear regression tool, significant testing and simultaneous testing of significant partial. Data processed by using spss 17.0 for windows. The data used are primary and secondary data. This study used a sample of 96 respondents. The result of this research shows that simultaneous and partial variable of brand characteristic and company characteristic have have positive and significant effect to brand loyalty. The effect of brand characteristic and company characteristic to brand loyalty is 0.612 with significance level of 0.000. While partially, the effect of trust in a brand variable is as follows: first, the brand characteristic has positive and significant effect to brand loyalty with beta coefficient of 0.416 with significance level of 0.000, where brand characteristic has dominant effect to brand loyalty. The company characteristic has positive and significant effect to brand loyalty with beta coefficient of 0.353 with significance level of 0.000 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.
This research is aims to determine and analyze the effect of brand characteristic and company characteristic to brand loyalty to consumer handphone of Nokia at University of North Sumatera. This research is a kind of explanation of research, is research that can be assessed according to its level based on the purpose and object. The population in this research are student of University of North Sumatera the use of Nokia handphone. The analytical method used is descriptive analysis and statistical methods used multiple linear regression tool, significant testing and simultaneous testing of significant partial. Data processed by using spss 17.0 for windows. The data used are primary and secondary data. This study used a sample of 96 respondents. The result of this research shows that simultaneous and partial variable of brand characteristic and company characteristic have have positive and significant effect to brand loyalty. The effect of brand characteristic and company characteristic to brand loyalty is 0.612 with significance level of 0.000. While partially, the effect of trust in a brand variable is as follows: first, the brand characteristic has positive and significant effect to brand loyalty with beta coefficient of 0.416 with significance level of 0.000, where brand characteristic has dominant effect to brand loyalty. The company characteristic has positive and significant effect to brand loyalty with beta coefficient of 0.353 with significance level of 0.000 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.
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