Ritonga, Alberthino Ramoz (2023) PENGARUH BRAND LOVE, BRAND COMMITMENT DAN BRAND TRUST TERHADAP CONSUMERS LOYALTY, YANG DIMEDIASI OLEH CONSUMERS AWARENESS PADA NASABAH BANK DANAMON DI JABODETABEK. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT
TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS
JAKARTA
(A) ALBERTHINO RAMOZ RITONGA (115200257)
(B) THE INFLUENCE OF BRAND LOVE, BRAND COMMITMENT AND BRAND TRUST ON CONSUMERS LOYALTY, MEDIATED BY CONSUMERS AWARENESS ON BANK DANAMON CUSTOMERS IN JABODETABEK
(C) xvi + 115 Pages + 37 Tables + 4 Pictures + 10 Attachments
(D) MARKETING MANAGEMENT
Abstract: The aim of this research is to determine the influence of brand love, brand commitment and brand trust on consumers loyalty, which is mediated by consumers awareness among Danamon bank customers in Jabodetabek. This research uses a questionnaire to collect data and has collected a total of 155 research respondents, and the data results were tested and processed using Smartpls4 software. The sampling technique used in this research used purposive sampling. The results of this research state that brand love does not have a significant effect on consumers loyalty, while brand commitment and brand trust have a positive and significant effect on consumers loyalty.
Keywords: Love, Commitment, Trust, Awareness, Loyalty
(E) Reference list: 74 (1992 - 2023)
(F) Tommy Setiawan Ruslim, S.E., M.M.
ABSTRAK
UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA
(A) ALBERTHINO RAMOZ RITONGA (115200257)
(B) PENGARUH BRAND LOVE, BRAND COMMITMENT DAN BRAND TRUST TERHADAP CONSUMERS LOYALTY, YANG DIMEDIASI OLEH CONSUMERS AWARENESS PADA NASABAH BANK DANAMON DI JABODETABEK
(C) xvi + 115 Halaman + 37 Tabel + 4 Gambar + 10 Lampiran
(D) MANAJEMEN PEMASARAN
Abstrak: Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh brand love, brand commitment dan brand trust terhadap consumers loyalty, yang dimediasi oleh consumers awareness pada nasabah bank Danamon di Jabodetabek. Penelitian ini menggunakan kuesioner untuk mengumpulkan data dan telah mengumpulkan total
155 responden penelitian, dan hasil data tersebut dilakukan pengujian dan olah data yang menggunakan software Smartpls4. Teknik pengambilan sampel yang dilakukan penelitian ini menggunakan purposive sampling. Hasil pada penelitian yang dilakukan ini menyatakan bahwa brand love tidak berpengaruh signifikan terhadap consumers loyalty, sedangkan brand commitment dan brand trust berpengaruh positif dan signifikan terhadap consumers loyalty.
Kata kunci: Cinta, Komitmen, Kepercayaan, Kesadaran, Kesetiaan
(E) Daftar Pustaka: 74 (1992 - 2023)
(F) Tommy Setiawan Ruslim, S.E., M.M.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 08 Aug 2024 03:03 |
| Last Modified: | 08 Aug 2024 03:03 |
| URI: | https://repotest.untar.ac.id/id/eprint/43748 |
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