SKRIPSI MBS

PENGARUH KEPERCAYAAN MEREK, KEPUASAN MEREK, DAN KEPRIBADIAN MEREK TERHADAP LOYALITAS MEREK VASELINE HAND & BODY LOTION (Studi Pada Generasi Z di Kabupaten Boyolali)

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ABSTRACT

This study was conducted to determine the effect of brand trust, brand
satisfaction, and brand personality on brand loyalty for Vaseline hand & body
lotion products among Generation Z in Boyolali district. This research uses
quantitative methods, with purposive sampling techniques. The sample in this study
amounted to 152 respondents, namely Generation Z users of Vaseline hand & body
lotion products in the Boyolali area and have made purchases two or more times.
The types of data used are primary and secondary data. The questionnaire
distribution was carried out online and offline. The data was analyzed using the
SPSS 21.0 program. With data analysis techniques using multiple linear
regression. The results of this study indicate that brand satisfaction and brand
personality have a significant positive effect on brand loyalty. While brand trust
has a negative and insignificant effect on brand loyalty. Of the three variables, there
is one variable that has a negative and insignificant effect on brand loyalty,
therefore it can be a concern for the Company to be able to increase brand trust in
order to influence the brand loyalty of Vaseline hand & body lotion product.
Keywords : Brand Trust, Brand Satisfaction, Brand Personality, Brand Loyalty

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 IKK p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 140 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Ikka Maulidya Ramadhani

Versi lain/terkait

Lampiran Berkas

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