PENGARUH KOMUNIKASI MEREK TERHADAP LOYALITAS MEREK MELALUI KEPERCAYAAN MEREK SEBAGAI PEMEDIASI (Survei pada Konsumen Kecap Lombok Gandaria Merah di Luwes Kestalan Surakarta)

Rika; Odysiusoctavia; Suddin; Alwi; Widajanti; Erni

Jurnal Manajemen Sumber Daya Manusia

Universitas Slamet Riyadi

📄 Abstract

This study aims to understand the significant influence between: (1) Brand Communication to Brand Loyalty, (2) Brand Communication to Brand Trust, (3) Brand Trust to Brand Loyalty, (4) Brand Communication to Brand Loyalty which mediated by Brand Trust in Lombok Kecaria Gandaria Merah consumers at Luwes Kestalan Surakarta. Sample In this study is Lombok Gandaria Merah consumers at Luwes Kestalan Surakarta as many as 100 people taken randomly. Data collection techniques were carried out using a questionnaire. The technical analysis used is linear regression, t test, F test, direct effect test, indirect effect test, coefficient determination test, path analysis, and sobel test. The results of this study are: (1) Brand Communication has a significant effect on Brand Loyalty, (2) Brand Communication has a significant effect on Brand Trust, (3) Brand Trust has a significant effect on Brand Loyalty, (4) Brand Trust significantly mediates the effect of Brand Communication on Brand Loyalty.

🔖 Keywords

#Brand Communication; Brand Trust; Brand Loyalty

ℹ️ Informasi Publikasi

Tanggal Publikasi

14 April 2020

Volume / Nomor / Tahun

Volume 13, Nomor 1, Tahun 2020

📝 HOW TO CITE

Rika, Odysiusoctavia; Suddin, Alwi; Widajanti, Erni, "PENGARUH KOMUNIKASI MEREK TERHADAP LOYALITAS MEREK MELALUI KEPERCAYAAN MEREK SEBAGAI PEMEDIASI (Survei pada Konsumen Kecap Lombok Gandaria Merah di Luwes Kestalan Surakarta)," Jurnal Manajemen Sumber Daya Manusia, vol. 13, no. 1, Apr. 2020.

ACM

ACS

APA

ABNT

Chicago

Harvard

IEEE

MLA

Turabian

Vancouver