PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK (SURVEI PADA KONSUMEN SARI ROTI DI DKI JAKARTA)

SUBHAN, MUHAMMAD AFKAR (2018) PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK (SURVEI PADA KONSUMEN SARI ROTI DI DKI JAKARTA). S1 thesis, Universitas Negeri Jakarta.

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Abstract

Muhamad Afkar Subhan, 2015; Brand Image and Brand Trust on Brand Loyalty (Survey on Sari Roti Consumers in DKI Jakarta). Thesis, Jakarta: Management Concentration Marketing, Management Studies Program, Management Department, Faculty of Economics, Jakarta State University. The purpose of this research are: 1) Knowing the influence of brand image to customer loyalty of bread product of Sari Roti brand in DKI Jakarta. 2) To know the influence of brand trust on customer loyalty of bread product of Sari Roti brand in DKI Jakarta. The analysis done in this research is descriptive and explanatory analysis. The research was conducted with 200 customers of Sari Roti bread brand, while data collection technique was done by distributing questionnaires, which then processed using SPSS 21. The result of analysis showed that: 1) Brand image has a positive influence on consumer brand loyalty. bread products of Sari Roti brand. 2) Brand trust has a positive influence on brand Loyalty of Sari Roti brand bakery products. All three variables have a positive relationship indicating the improvement of one other variable to be better too. Keyword: Brand Image, Brand Trust, Brand Loyalty

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