PENGARUH KEPERCAYAAN MEREK DAN ATRIBUT PRODUK TERHADAP LOYALITAS PELANGGAN PADA PRODUK SEPATU REEBOK ( Survei pada pengunjung sarana olahraga Stadion Utama Gelora Bung Karno, Jakarta )

SUBANDIE, AERO FEBI (2013) PENGARUH KEPERCAYAAN MEREK DAN ATRIBUT PRODUK TERHADAP LOYALITAS PELANGGAN PADA PRODUK SEPATU REEBOK ( Survei pada pengunjung sarana olahraga Stadion Utama Gelora Bung Karno, Jakarta ). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Aero Febi Subandie, 2012: The Influence of Brand Trust and Product Attribute toward Customer Loyalty in Reebok shoes product (Survey at Gelora Bung Karno Sports Center’s Visitors). Advisor : Setyo Ferry Wibowo, SE, MM, Dra. Basrah Saidani M.Si. The purposes of this study are :1) To describe Brand Trust, Product Attribute, and Customer Loyalty in Reebok Shoes product. 2) To know the influence of brand Trust toward customer loyalty Reebok shoes product. 3) To know the influence of product atribute toward customer loyalty Reebok shoes product, 4) To know the influence of both variable brand trust and product attribute toward customer loyalty toward customer loyalty together. The number of population in this research are 100 respondents. The technic method sampling in this study is nonprobability sampling which is purposive sampling. This study was carry out quantitively, describtive designed and Causal research, the research method is survey method. The Analisys was conducted using SPSS 20. The result of descriptive anilysis shows:1) Brand trust in Reebok was good, but there is several item that still not good enough in fiability dimention and intentionality, 2) Reebok’s product attribute was good, dominated by product quality dimention and product design dimention. 3) Customer Loyalty of Reebok was good, customers have said to repurchase Reebok shoes nor other Reebok’s product and have willingness to recomend reebok’s product to others. The result of Hypothesis test shows :1) Brand trust significantly influenced customer loyalty, 2) Product Attribute influenced Customer Loyalty, 3) Brand trust and product attribute influenced customer loyalty together. Keywords: Brand trust, Product Attribute, Customer Loyalty Reebok’s shoes product

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