THE INFLUENCE OF BRAND COMMUNICATION, BRAND IMAGE, BRAND SATISFACTION, AND BRAND TRUST ON BRAND LOYALTY

Putri, Annisa Dian Eka and Indarini, Indarini and Anandya, Dudi (2019) THE INFLUENCE OF BRAND COMMUNICATION, BRAND IMAGE, BRAND SATISFACTION, AND BRAND TRUST ON BRAND LOYALTY. In: Proceedings of the 16th International Symposium on Management (INSYMA 2019). Advances in Social Science, Education and Humanities Research, 308 . Atlantis Press, pp. 122-125. ISBN 978-94-6252-694-5

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Abstract

ABSTRACT: The purpose of the study is to analyze and determine the influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty of Teh Pucuk Harum in Surabaya. This study used 170 respondents who are residing in Surabaya, minimum education level of high/vocational school, having consumed Teh Pucuk Harum products, having seen and observed promotional activities of Teh Pucuk Harum, and knowing the differences between Teh Pucuk Harum products and other packaged tea products. This research used Structural Equation Modeling (SEM) approach with Lisrel 8.7 for Windows. Sampling technique used in this research was non-probability sampling with purposive sampling type. The data were collected directly from respondents who meet the characteristics of the population by spreading questionnaires. The results of this study show that brand communication, brand image, brand satisfaction, and brand trust have a positive and significant influence on brand loyalty of Teh Pucuk Harum in Surabaya.

Item Type: Book Section
Uncontrolled Keywords: Brand, Brand Communication, Brand Image, Brand Satisfaction, Brand Trust, Brand Loyalty.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Indarini 3127
Date Deposited: 29 Mar 2019 08:48
Last Modified: 03 Mar 2020 03:01
URI: http://repository.ubaya.ac.id/id/eprint/34587

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