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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

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Availability

Detail Information

Series Title

-

Call Number

T1386342024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

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

KA

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