Pengaruh brand trust, brand affect, dan brand quality terhadap consumer’s brand extention attitude melalui brand loyalty pada konsumen McCafe di Surabaya

Indrawati, Selvia (2014) Pengaruh brand trust, brand affect, dan brand quality terhadap consumer’s brand extention attitude melalui brand loyalty pada konsumen McCafe di Surabaya. Undergraduate thesis, Widya Mandala Chatolic University.

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Abstract

Tujuan penelitian ini adalah untuk menguji brand trust, brand affect dan brand quality terhadap consumer's brand extension melalui brand loyalty pada konsumen McDonalds di Surabaya. Penelitian ini menggunakan analisis SEM (Structural Equation Modeling) untuk menganalisis brand trust, brand affect dan brand quality terhadap consumer's brand extension attitude melalui brand loyalty sedangkan teknik pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling, sehingga sampel yang digunakan dalam penelitian ini sebanyak 150 responden. Hasil penelitian Brand Trust, Brand Affect berpengaruh terhadap Brand Loyalty sesuai dengan penelitian Jahangir, et al (2009), Brand Quality berpengaruh terhadap Brand Loyalty sesuai dengan penelitian Anwar dan Gulzar (2011), Brand Loyalty berpengaruh terhadap Consumer’s Brand Extension Attiude sesuai dengan penelitian Jahangir, et al., (2009), Brand Loyalty sebagai variabel intervening pada pengaruh Brand Affect terhadap Consumer’s Brand Extension Attitude sesuai dengan penelitian Anwar dan Gulzar (2011), Brand Loyalty sebagai variabel intervening pada pengaruh Brand Quality terhadap Consumer’s Brand Extension Attitude tidak mendukung penelitian Anwar dan Gulzar (2011), Brand Loyalty sebagai variabel intervening pada pengaruh Brand Affect dan Brand Quality terhadap Consumer’s Brand Extension Attitude sesuai dengan penelitian Anwar dan Gulzar (2011)

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: brand trust brand affect, brand quality, consumer' brand extension attitude, brand loyalty
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Operator 2 Student Staff
Date Deposited: 03 Feb 2016 02:40
Last Modified: 03 Feb 2016 02:40
URI: https://repository.ukwms.ac.id/id/eprint/5297

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