Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Loyalitas Merek Pada Produk Yamaha (Studi Kasus Pada Mahasiswa/I Universitas Muhammadiyah Sumatera Utara

Rini Astuti, Aldi Alfarizky

Abstract


The purpose of this study was to determine and analyze the effect of brand image on brand loyalty, to know and analyze the effect of brand trust on brand loyalty and to know and analyze the influence of brand image and brand trust on brand loyalty on Yamaha products (Case studies on university students Muhammadiyah North Sumatra). The approach used in this research is an associative approach. The population in this study were all students of the University of Muhammadiyah North Sumatra. While the samples that met the criteria for sampling the observations made were 100 respondents. Data collection techniques in this study used a questionnaire technique. Data analysis techniques in this study used the Classic Assumption Test, Multiple Regression, Hypothesis Test (t Test and F Test), and the Coefficient of Determination. Data processing in this study uses the SPSS (Statistic Package for the Social Sciens) software program version 24.00. Partially known that brand image has a positive and significant influence on brand loyalty in Yamaha products. Partially known that brand trust has a positive and significant influence on brand loyalty on Yamaha products. Simultaneously it is known that brand image and brand trust have a significant effect on brand loyalty on Yamaha products


Keywords


Brand Image, Brand Trust and Brand Loyalty

Full Text:

PDF

References


Aaker, D. (2010). Manajemen Ekuitas Merek. Jakarta: Spektrum.

Assauri, S. (2010). Manajemen Pemasaran Dasar Konsep dan Strategi. Jakarta: PT Raja Grafindo Persada.

Arisandi, D. (2017). Pengaruh Humor Appeals Terhadap Brand Awareness Pada Iklan Televisi. Jurnal Ilmiah Manajemen Dan Bisnis, 18(1), 13-94.

Dewi, K. A., Susanto, H., & Dewi, R. S. (2015). Pengaruh Kepercayaan Merek Terhadap Loyalitas Merek Melalui Keputusan Pembelian (Studi Kasus Pelanggan Kenderaan Truk Fuso Merek Mitsubishi Pada PT. Borobudur Oto Mobil di Kota Semarang). JIAB: Jurnal Ilmu Administrasi Bisnis, 4(2), 197-206.

Januar, A. (2016) Pengaruh Citra Merek dan Kepercayaan Merek Terhadap loyalitas konsumen (Studi Kasus Pada koran Harian PT. Riau Pos Intermedia Pekanbaru). Jurnal Administrasi Universitas Riau, 3(2), 10-16.

Rizan, M., Saidani, B., & Sari, Y. (2012). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Teh Botol Sosro Survei Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas, Jakarta timur. Jurnal Riset Manajemen Sains Indonesia (JRMSI), 1(1), 194-199.




DOI: https://doi.org/10.53695/ja.v1i2.23

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 JURNAL AKMAMI (AKUNTANSI MANAJEMEN EKONOMI)



           

 

Lisensi Creative Commons


Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 Internasional.