PENGARUH BRAND IMAGE, BRAND TRUST DAN PERCEIVED QUALITY TERHADAP LOYALITAS KONSUMEN PADA TELEVISI BERBAYAR INDOVISION DI KOTA PALEMBANG

Steven, Christopher (2018) PENGARUH BRAND IMAGE, BRAND TRUST DAN PERCEIVED QUALITY TERHADAP LOYALITAS KONSUMEN PADA TELEVISI BERBAYAR INDOVISION DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to analyze the influence of brand image, brand trust, perceived quality of consumer loyalty on pay Television Indovision in Palembang city. Population in this research is all Indovision consumer in Palembang city. The sample in this study is determined based on purposive sampling method as much as 100 respondents. The test was conducted using SPSS Ver 21. In this research have fulfilled the requirement of validity, reliability, normality test, multicollinearity test, heteroscedasticity test, multiple regression analysis and t test and f test. the results of this study indicate that there is a positive and significant influence of brand image and brand trust on consumer loyalty on Indovision paid Television. Keywords: Brand Image, Brand Trust, Quality Perception and Consumer Loyalty

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