HUBUNGAN ANTARA DIMENSI KEPERCAYAAN MEREK (BRAND TRUST) TERHADAP LOYALITAS MEREK (BRAND LOYALTY) PENGGUNA HANDPHONE SAMSUNG PADA MAHASISWA UNIVERSITAS NEGERI DI YOGYAKARTA

DANAR AHMAD HIDAYAT PUTUT JATMIKO, NIM. 13710010 (2018) HUBUNGAN ANTARA DIMENSI KEPERCAYAAN MEREK (BRAND TRUST) TERHADAP LOYALITAS MEREK (BRAND LOYALTY) PENGGUNA HANDPHONE SAMSUNG PADA MAHASISWA UNIVERSITAS NEGERI DI YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this study to determine the relationship of brand trust dimension to brand loyalty of samsung mobile users at State University Students in Yogyakarta. Data collection methods used are brand trust scales divided into scale of brand reliability dimensions and dimensions of brand intentions, and brand loyalty scale. Data analysis was done by multiple regression analysis technique and correlational multiple regression test. The results showed that there is a significant relationship between brand trust on brand loyalty of mobile phone users samsung at state university students in Yogyakarta with significance value p = 0,007 and p 0,05, thus major hypothesis accepted. Based on the results of statistical calculations show that the effective contribution of brand trust on brand loyalty of 9.8% with R square = 0.098. The brand reliability dimension is strongly related to brand loyalty with significance value of p = 0,02 and p 0,05, whereas the dimension of brand intention is not related to brand loyalty with significance value 0,232 and p 0,05, hence minor hypothesis accepted is dimension brand reliability

Item Type: Thesis (Skripsi)
Additional Information / Pembimbing: Benny Herlena S.Psi., M.Si
Uncontrolled Keywords: Brand Loyalty,Dimension of Brand Trust, College Students
Subjects: Psikologi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Psikologi (S1)
Depositing User / Editor: Miftahul Ulum [IT Staff] ---- youtube : ulum virgo -------- Facebook : digilibuin
Date Deposited: 26 Nov 2018 01:05
Last Modified: 26 Nov 2018 01:05
URI: http://digilib.uin-suka.ac.id/id/eprint/31657

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