Image of PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN SMARTPHONE SAMSUNG (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

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PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN SMARTPHONE SAMSUNG (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

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The purpose of this study is to determine the impact of brand image and brand trust on customer loyalty of Samsung’s Smartphones, both simultaneously and partially. This quantitative study used a primary data obtained by distributing questionnaires to 100 respondents. The sampling technique used in this study was a purposive sampling technique. The analysis technique used in this study are descriptive analysis, the F test, the T test, multiple linear regression, and coefficient of determination (R2) test. This study showed a result that brand image and brand trust simultaneously has a significant impact on customer loyalty. Brand image partially has a significant impact on customer loyalty. Brand trust partially has a significant impact on customer loyalty. The multiple linear regression analysis showed a result that brand image has a dominant impact on customer loyalty

Availability
Inventory Code Barcode Call Number Location Status
2407002018T138634T1386342024Central Library (References)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1386342024
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
vii, 111 hlm.; ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.07
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
Prodi Manajemen
Specific Detail Info
-
Statement of Responsibility
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No other version available

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