Larasari, Ernie (2022) MEMBANGUN BRAND LOYALTY MELALUI BRAND TRUST (Studi pada Konsumen Uwais Hijab di Kota Cilegon). Master thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to determine the effect of brand personality on brand loyalty with brand trust as an intervening variable. The type of research used is descriptive quantitative research. The population in this study were all Uwais Hijab customers in Cilegon. The sampling technique used is purposive sampling. The number of samples used as many as 125 samples. Data analysis method using Structural Equation Modeling (SEM) with SmartPLS 3.0. The results show that brand personality has a positive but not significant effect on brand loyalty, brand personality has a positive and significant effect on brand trust, brand trust has a positive and significant effect on brand loyalty, consumer brand engagement has a positive and significant effect on brand loyalty, consumer brand engagement has an effect positive and significant towards brand trust, brand trust mediate the relationship between brand personality and brand loyalty in a positive and significant, and brand trust mediate the relationship between consumer brand engagement and brand loyalty in a positive and significant way
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh brand personality terhadap brand loyalty dengan brand trust sebagai variabel intervening. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif. Populasi dalam penelitian ini adalah seluruh pelanggan Uwais Hijab di Kota Cilegon. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Jumlah sampel yang digunakan sebanyak 125 sampel. Metode analisis data dengan menggunakan Structural Equation Modelling (SEM) dengan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa brand personality berpengaruh positif tetapi tidak signifikan terhadap brand loyalty, brand personality berpengaruh positif dan signifikan terhadap brand trust, brand trust berpengaruh positif dan signifikan terhadap brand loyalty, consumer brand engagement berpengaruh positif dan signifikan terhadap brand loyalty, consumer brand engagement berpengaruh positif dan signifikan terhadap brand trust, brand trust memediasi hubungan antara brand personality dan brand loyalty secara positif dan signifikan, dan brand trust memediasi hubungan antara consumer brand engagement dan brand loyalty secara positif dan signifikan. | |||||||||
| Uncontrolled Keywords: | brand personality; brand trust; consumer brand engagement; brand loyalty brand personality, brand trust, consumer brand engagement, brand loyalty | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 08-Pascasarjana > 61101-Magister Manajemen 08-Pascasarjana |
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| Depositing User: | Mrs Ernie Larasari | |||||||||
| Date Deposited: | 09 Apr 2025 06:21 | |||||||||
| Last Modified: | 09 Apr 2025 06:21 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48122 |
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