Faktor-faktor yang mempengaruhi pembentukan kepercayaan terhadap merek pada produk superbrand (studi pada produk Indosat di Kabupaten Sleman)

Oleh :
Haris Ermansyah - F1207510 - Fak. Ekonomi dan Bisnis

ABSTRAK The aim of this minithesis are to analyze the relationship between the varable brand reputation, brand predictability, brand competence, brand liking , and brand satisfaction about the formationn of consumer trust on Indosat brands. Also to analyze the significant relationship between brand trust toward intention to stay Indosat’s consumer. The populations of this research are the users of Indosat’s simcards in Sleman region. The number of samples are 200 respondents and the technique of representational sample uses non probability sampling, is purposive sampling. The data source is primary data. The method to collect the data is use questionnair with SEM analysis. The results show that two variables, brand reputation and brand predicability don’t have positive influence with trust in a brand. Whereas the other varables, are brand competence, brand liking , and brand satisfaction have the positive influence with trust in a brand. Also the trust in a brand has the positive influence with intention to stay. Key words: brand reputation, brand predictability, brand competence, brand liking, brand satisfaction, trust in a brand, intention to stay.