PENGARUH KREDIBILITAS MEREK DAN PRESTISE MEREK TERHADAP LOYALITAS MEREK : Studi Pada Pelanggan Sportswear Reebok di Indonesia

• Main Author: Nayla Syifa Novianti Rismana, - (Author)
• Format: Book
• Published: 2022-08-23.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Nayla Syifa Novianti (1700585), Pengaruh Kredibilitas Merek dan Prestise merek Terhadap Loyalitas Merek (Studi Pada Pelanggan Sportswear Reebok di Indonesia) dibawah bimbingan Dr. Bambang Widjajanta, M.M dan Drs. Girang Razati, M.Si. Tujuan - Tujuan Penelitian ini untuk mengetahui gambaran kredibilitas merek dan prestise merek terhadap loyalitas merek pelanggan sportswear Reebok di Indonesia. Desain/metodologi/pendekatan - Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sebanyak 136 responden. Teknik analisis yang digunakan adalah analisis Regresi Linier Berganda dengan menggunakan program IBM SPSS Statistics 22. Temuan - Hasil temuan penelitian ini menunjukan bahwa gambaran kredibiltas merek dan prestise merek terhadap loyalitas merek berada pada kategori baik. Orisinalitas/nilai - Perbedaan dalam penelitian ini terletak pada objek penelitian, waktu penelitian, alat ukur, literature yang digunakan, teori yang digunakan dan hasil penelitian. Kata Kunci : Kredibilitas Merek, Prestise Merek, Loyalitas Merek Nayla Syifa Novianti (1700585), The Influence of Brand Credibility and Brand Prestige on Brand Loyalty (Study on Reebok Sportswear Customers in Indonesia) under the guidance of Dr. Bambang Widjajanta, M.M and Drs. Girang Razati, M.Si. Objectives - The Purpose of this study is to describe brand credibility and brand prestige on brand loyalty Reebok customers in Indonesia. Design/methodology/approach - The type of research used is descriptive verification, The method used is simple random sampling with a sample size of 136 respondents. The analytical technique used is Multiple Linear Regression analysis using the IBM SPSS Statistics 22 program. Findings - This findings of this study indicate that the description of brand credibility and brand prestige on brand loyalty is in the good category. Originality/value - The difference in this research lies in the object of research, research time, measuring instruments, literature used, theory used and research results. Keywords : Brand Credibility, Brand Prestige, Brand Loyalty.

Item Description

http://repository.upi.edu/89983/1/S_MBS_1700585_Title.pdf
http://repository.upi.edu/89983/2/S_MBS_1700585_Chapter1.pdf
http://repository.upi.edu/89983/3/S_MBS_1700585_Chapter2.pdf
http://repository.upi.edu/89983/4/S_MBS_1700585_Chapter3.pdf
http://repository.upi.edu/89983/5/S_MBS_1700585_Chapter4.pdf
http://repository.upi.edu/89983/6/S_MBS_1700585_Chapter5.pdf
http://repository.upi.edu/89983/7/S_MBS_1700585_Appendix.pdf