PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY VASELINE HAND & BODY LOTION PADA MAHASISWA UNIVERSITAS NEGERI PADANG

Dini Novalia - Universitas Negeri Padang
Rose Rahmidani - Universitas Negeri Padang
Abel Tasman - Universitas Negeri Padang

Abstract


This research aims to know and prove how much the influence ofBrand Image and Brand Trust on Brand Loyaltytoward the studentsat Padang State University.This type of this research is causative. Population of this research werethe students of Padang State University. While the samples were taken as much as 100 respondents using purposive sampling method by Wibisono formula.Kinds of the data (sample) which was used in this research are primary and secondary . The analysis of data (sample) used pathtechnique by using SPSS program version 21.00. The results of this researchshow that: 1) Brand imagedoes not give thesignificant effecttowardbrand trust, 2) Brand imagedoes not give thesignificant effect towardbrand loyalty, 3) Brand trustgives significant effect towardbrand loyalty.

 

Keywords: Brand Image, Brand Trust, and Brand Loyalty

Full Text:

PDF

References


Anggie,Dania Putri. 2014. ”Pengaruh Brand Characteristic, Company Characteristic, dan Consumers Characteristic terhadap Brand Loyalty Produk Handphone Nokia”.

Barnes, James G. 2003. Secrets of Customer Relationship Management. Yogyakarta : Andi.

Christopher, Lovelock, H Lauren K Wright. 2011. Managemen Pemasaran Jasa (Terjemahan). Jakarta: PT Indeks (Gramedia Group).

Dewi, Suharyono dan Andriani. “Pengaruh Citra Merek dan Kualitas Produk terhadap Kepuasan dan Loyalitas Pelanggan”, Vol.14, No.2;2014

Geҫti dan Zengin. 2013. “ The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey”. Vol.5, No.2;2013

Griffin, Jill. 2013. Bisnis. Jakarta: Erlangga.

Harison, D McKnight. Vivek,dkk.”The Impact of Initial consumer Trust On Intentions to Transact with a web site: A Trust Building Model”

Hatane,Semuel dan Adi Suryanato Lianto.” Analisis eWOM, Brand Image, Brand Trust dan Minat Beli Produk Smartphone di Surabaya”. Vol.8, No.2; 2014

Idris. 2010. Aplikasi Model Analisis dan Kuantitatif dengan Program SPSS. Padang: Fakultas Ekonomi Universitas Negeri Padang

Januar, Al Fajri. 2016. “Pengaruh Citra merek dan Kepercayaan merek terhadap Loyalitas Konsumen”. Vol.3.No.2;2016

Jimmy,Tumpal Mangisi Hasugian. 2015. “Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty Telkomsel”. Vol. 3.No.4;2015

Kotler, Philip dan Keller, Kevin Lane. 2009. Managemen Pemasaran. Jakarta: Erlangga.

Maliya, Siti. 2015. “Pengaruh Citra merek, kepercayaan (trust) dan komitmen terhadap loyalitas nasabah pada PT. Henan PutihraiAssetManagement”.Vol.1, No.1

Mitha. 2014. “Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty King Thai Tea Bandung”. Vol.3, No.2

Rizan. 2012. “Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty The Botol Sosro”. Vol.3, No.1

Schiffman and Kanuk. 2009. Perilaku Konsumen. Edisi ketujuh. Alih bahasa Drs. Zoelkifli.Jakarta.

Suliyanto.2011. Ekonometrika Terapan: Teori & Aplikasi dengan SPSS. Yogyakarta: Andi.




DOI: http://dx.doi.org/10.24036/jmpe.v1i2.4752