PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY (Survei pada Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas, Jakarta Timur)

SARI, YUSIYANA (2012) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY (Survei pada Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas, Jakarta Timur). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Yusiyana Sari, 2012; The Influence of Brand Image and Brand Trust towards Brand Loyalty Teh Botol Sosro. Undergraduate Thesis: Jakarta, Concentration of Marketing Management, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory team: Dr. Mohamad Rizan, SE., MM. & Dra. Basrah Saidani, M.Si.. The purposes of this research are: 1) To know the description of brand image, brand trust and brand loyalty of Teh Botol Sosro. 2) To test empirically the influence of brand image towards brand loyalty of Teh Botol Sosro. 3) To test empirically the influence of brand trust towards brand loyalty of Teh Botol Sosro. 4) To test empirically the influence of brand image and brand trust simultaneously towards brand loyalty of Teh Botol Sosro. The analysis implemented in this research are descriptive and causal analysis. This research is taken 100 consumers of Teh Botol Sosro at the food court of ITC Cempaka Mas while data was collected by using questionnaire and processed using SPSS. The result shows that partially brand image has a positive and significant impact toward brand loyalty. Then, partially brand trust also has a positive and significant impact toward brand loyalty. Simultaneously, brand image and brand trust have a positive and significant impact toward brand loyalty. The empirical findings indicate that to create and improve the brand loyalty, Teh Botol Sosro need to consider brand image and brand trust because those factors shown to affect the level of job satisfaction. Keywords: Brand Image, Brand Trust, Brand Loyalty

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