Analisis pengaruh kepercayaan atas merek terhadap ekuitas merek

Penulis Utama : CORINA WILAYATI D
NIM / NIP : F02005061
× ABSTRAK In the current technological development is not the quality war of the product but the brand war. A strong brand attributes that are very difficult to duplicate. Feature prestigious brand is a brand that has a high equity. The purpose of this study was to determine the effect of brand trust on the formation of brand equity. Formulation issues that will be examined is whether the overall impact on brand satisfaction, brand reliability and brand Intentions, whether the brand reliability and brand Intentions affect brand loyalty and brand loyalty does affect the brand equity. This research is a causal study with survey methods. Target study population was all students of the Faculty of Economics, University Sebelas Maret Surakarta who use Pantene shampoo. Sample taken is 150 people. The sampling technique used was non-probability purposive sampling because it uses the minimum criteria use shampoo Pantene for 1 year. The method of analysis used in this study is Structural Equation Modeling (SEM). Hypothesis testing is done by using the program AMOS version 6 to analyze the causal relationships in the proposed structural model. The results of analysis of structural models that test the overall influence of satisfaction on brand reliability and brand Intentions can be concluded that overall satisfaction has a positive effect on brand reliability and brand Intentions. For the influence of brand reliability and brand to brand loyalty Intentions can be concluded that the brand reliability and brand Intentions positive influence on brand loyalty. For the influence of brand loyalty on brand equity can be concluded that brand loyalty has a positive effect on brand equity. Based on research results, implications that can be given to practitioners to gain the competitive advantage companies must build brand trust, brand trust are built on trust past the more positive the customer's experience will also consumers increasingly believe the brand.
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Penulis Utama : CORINA WILAYATI D
Penulis Tambahan : -
NIM / NIP : F02005061
Tahun : 2009
Judul : Analisis pengaruh kepercayaan atas merek terhadap ekuitas merek
Edisi :
Imprint : Surakarta - F. Ekonomi - 2009
Program Studi : S-1 Manajemen
Kolasi :
Sumber : UNS-F. Ekonomi Jur. Manajemen-F.02005061-2009
Kata Kunci :
Jenis Dokumen : Skripsi
ISSN :
ISBN :
Link DOI / Jurnal : -
Status : Public
Pembimbing : 1. Drs. Dwi Hastjarja KB, MM
Penguji :
Catatan Umum : 4421/2010
Fakultas : Fak. Ekonomi dan Bisnis
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