PENGARUH KEPERCAYAAN MEREK DAN AFEKSI MEREK TERHADAP LOYALITAS MEREK SURVEI PADA KONSUMEN MIE INSTANT INDOMIE DI KANTIN SMAN 54 JAKARTA

LORENCIA, GRACE ADVENY (2012) PENGARUH KEPERCAYAAN MEREK DAN AFEKSI MEREK TERHADAP LOYALITAS MEREK SURVEI PADA KONSUMEN MIE INSTANT INDOMIE DI KANTIN SMAN 54 JAKARTA. S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (293kB) | Preview
Preview	Text Table_of_Content.pdf Download (178kB) | Preview
Preview	Text Chapter 1.pdf Download (194kB) | Preview
	Text Chapter 2.pdf Restricted to Repository staff only Download (392kB)
Preview	Text Chapter 3.pdf Download (197kB) | Preview
	Text Chapter 4.pdf Restricted to Repository staff only Download (278kB)
Preview	Text Chapter 5.pdf Download (142kB) | Preview
Preview	Text bibliography.pdf Download (141kB) | Preview

Abstract

ABSTRACT Grace Adveny Lorencia, 2011; The Influence of Brand Trust and Brand Affect Towards Brand Loyalty: Survey to the customers of Indomie instan noddles at school cafetaria SMAN 54 East Jakarta. Team: Setyo Ferry Wibowo, SE., M.Si., Agung Kresnamurti, ST, MM This study aims to describe clearly about brand trust, brand affect and bra nd loyalty on Indomie’s customers at SMAN 54 East Jakarta. The second objective is to test the effect of brand trust on brand loyalty. The third objective is to test the effect of brand affect on brand loyalty. And the fourth objective is to test the effect between brand trust and brand affect to brand loyalty. Population of the resear ch is Indomie’s consumers who consuming indomie for at least once a month. Sampling totaled 135 respondents using non­probability methods and more specifically using convienience sampling techniques. The research was carried out with conclusive research design, methods of descriptive an d causal. Analysis of the research was conducted using SPSS statistical application program (Statistical Package for the Social Science) version 16 for data processing. The results of double linear regression indicates brand trust and brand affect influencing significantly to brand loyalty with a significance value of brand trust to brand loyalty (0.00) and brand affect to brand loyalty (0.00) are no greater than 0.05. The results of F test simultaneously indicates brand trust and brand affect influencing significantly to brand loyalty (0.00). And the result of determination analysis in this study shows the contribution of brand trust and brand affect to brand loyalty is 43.3%. While the remaining 56,7% are discribe by other variables that were not included in this research model. Keywords: Brand Trust, Brand Affect, Brand Loyalty, Indomie.

Actions (login required)

View Item