Analisis Pengaruh Trust In A Brand Terhadap Loyalitas Merek Pada Konsumen Teh Botol Sosro (Suatu Studi Pada Mahasiswa STIE Indonesia Banking School)
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Institusion
STIE Indonesia Banking School
Author
Yuliana, Monica
Subject
HD28 Management. Industrial Management
Datestamp
2020-10-21 08:25:42
Abstract :
This research aimed to study empirically the effect of variables of trust in a brand that includes the brand characteristics, company characteristics, and consumers - the brand characteristics of brand loyalty. Brand is the brand Botol Sosro in the study, respondents drawn from student of STIE Botol Sosro in Indonesia Banking School. The results of this research shows that simultaneous and partial variables of trust in a brand have significant effect to brand loyalty. The effect of trust in a brand to brand loyalty is 0.907 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 0.378 with significance level of 0.000. Company characteristic has no significant effect to brand loyalty with a beta coefficient of 0.026 with a significant level of 0.732. Consumer - brand characteristic has significant effect to brand loyalty with a beta coefficient of 0.428 with a significant level of 0.000 where the consumer?brand characteristic variable has dominant effect to brand loyalty. In an effort to increase brand loyalty, the company must continuously improve and maintain the trust of the customer to the company. Company characteristic as a variable that has no significant influence in brand loyalty should be a concern for the enterprise to increase customer loyalty. Keywords: trust in a brand, brand loyalty.
This research aimed to study empirically the effect of variables of trust in a brand that includes the brand characteristics, company characteristics, and consumers - the brand characteristics of brand loyalty. Brand is the brand Botol Sosro in the study, respondents drawn from student of STIE Botol Sosro in Indonesia Banking School. The results of this research shows that simultaneous and partial variables of trust in a brand have significant effect to brand loyalty. The effect of trust in a brand to brand loyalty is 0.907 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 0.378 with significance level of 0.000. Company characteristic has no significant effect to brand loyalty with a beta coefficient of 0.026 with a significant level of 0.732. Consumer - brand characteristic has significant effect to brand loyalty with a beta coefficient of 0.428 with a significant level of 0.000 where the consumer?brand characteristic variable has dominant effect to brand loyalty. In an effort to increase brand loyalty, the company must continuously improve and maintain the trust of the customer to the company. Company characteristic as a variable that has no significant influence in brand loyalty should be a concern for the enterprise to increase customer loyalty. Keywords: trust in a brand, brand loyalty.
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