Pengaruh Brand Trust dan Brand Equity terhadap Loyalitas Konsumen “Bolu Kemojo Srik” Bengkalis

Pramadani, Kendra (2024) Pengaruh Brand Trust dan Brand Equity terhadap Loyalitas Konsumen “Bolu Kemojo Srik” Bengkalis. Undergraduate thesis, Politeknik Negeri Bengkalis.

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Abstract

The purpose of this study was to determine the effect of brand trust on consumer loyalty of Bolu Kemojo Srik Bengkalis, the effect of brand equity on consumer loyalty of Bolu Kemojo Srik Bengkalis, and the effect of brand trust and brand equity simultaneously on consumer loyalty of Bolu Kemojo Srik Bengkalis. This research is a type of quantitative research using primary sources (question-naires). The sampling technique used purposive sampling with a total of 100 respondents. Data collection using a questionnaire via google form and analyzed using SPSS version 20. This research data analysis technique is multiple linear regression analysis. The results showed that there was an influence of brand trust on consumer loyalty of Bolu Kemojo Srik Bengkalis, there was an influence of brand equity on consumer loyalty of Bolu Kemojo Srik Bengkalis, and there was a simultaneous influence of brand trust and brand equity on consumer loyalty of Bolu Kemojo Srik Bengkalis.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors Email NIDN/NIDK Thesis advisor Arimurti, Rizqa rizqaarimurti@polbeng.ac.id NIDN2019119302
Uncontrolled Keywords:	brand trust, brand equity, consumer loyalty
Subjects:	550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR
Depositing User:	Bisnis Digital
Date Deposited:	22 Aug 2024 14:52
Last Modified:	22 Aug 2024 14:52
URI:	http://eprints.polbeng.ac.id/id/eprint/13318

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