Kuahaty, Eltimanto Milenito (2023) THE EFFECT OF BRAND QUALITY, BRAND AFFECTION, AND BRAND TRUST TOWARD ATTITUDINAL LOYALTY AND BEHAVIORAL LOYALTY ON OPPO SMARTPHONE. S1 thesis, Universitas Atma Jaya Yogyakarta.
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Abstract
This Research wants to find if brand trust, brand affection and brand quality influence behavioral loyalty with attitudinal loyalty as mediating variables. This research focused Oppo Smartphone as the object of the research. To examine the total of 111 samples, this study used Smart PLS-SEM model with bootstraping method. The results shows that brand affection and brand trust signifficantly effect attitudinal loyalty and behavioral loyalty. brand affection and brand trust also signifficantly effect behavioral loyalty with attitudinal loyalty as mediating variables. Although brand trust has signifficant effect towards attitudinal loyalty, brand trust does not signifficantly effect behavioral loyalty.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | brand trust, brand affection, brand aquality, attitudinal loyalty, behavioral loyalty, OPPO smartphone |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 01 Mar 2023 11:59 |
| Last Modified: | 01 Mar 2023 11:59 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/28605 |
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