PENGARUH KEPERCAYAAN MEREK, REPUTASI MEREK DAN HARGA TERHADAP LOYALITAS MEREK PADA PRODUK WARDAH DI PALEMBANG

LKF, Sherly Natasia (2019) PENGARUH KEPERCAYAAN MEREK, REPUTASI MEREK DAN HARGA TERHADAP LOYALITAS MEREK PADA PRODUK WARDAH DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine whether there is an influence on brand trust variables,
brand reputation and price on brand loyalty in Wardah products in Palembang. In
this study using theories about brand trust, brand reputation, price, and brand
loyalty. This study takes a population of all female consumers who buy and use
Wardah products in Palembang. The sample in this study was selected based on
purposive sampling technique so that the sample used was 100 respondents. Data
analysis method used is multiple regression analysis to determine whether there is
an influence of brand trust variables, brand reputation, and price on brand loyalty
variables in Wardah products in Palembang. The results of this study indicate that
the variables of brand trust, brand reputation, price have a positive and significant
effect on brand loyalty in Wardah products in Palembang.

Keywords : Brand Trust, Brand Reputation, Price, Brand Loyalty.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Trust ; Brand Reputation ; Price ; Brand Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Yohana Fransiska Auliani
Date Deposited: 03 Jan 2023 06:45
Last Modified: 03 Jan 2023 06:45
URI: https://eprints.ukmc.ac.id/id/eprint/9296

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