PENGARUH BRAND TRUST DAN CUSTOMER SATISFACTION TERHADAP BRAND LOYALTY: STUDI PADA PENGGUNA IPHONE DI FAKULTAS EKONOMI UNIVERSITAS ATMA JAYA YOGYAKARTA ANGKATAN 2011-2014

Kurniawan, Dara (2015) PENGARUH BRAND TRUST DAN CUSTOMER SATISFACTION TERHADAP BRAND LOYALTY: STUDI PADA PENGGUNA IPHONE DI FAKULTAS EKONOMI UNIVERSITAS ATMA JAYA YOGYAKARTA ANGKATAN 2011-2014. S1 thesis, UAJY.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan customer satisfaction terhadap brand loyalty pada pengguna iPhone di Fakultas Ekonomi Universitas Atma Jaya Yogyakarta. Data dikumpulkan melalui kuisioner dari 100 responden. Hasil Penelitian menunjukkan baik secara stimultan maupun parsial, variabel brand trust dan variabel customer satisfaction memberikan pengaruh yang positif dan signifikan terhadap brand loyalty. Hasil uji persepsi mengenai brand trust, customer satisfaction, dan brand loyalty berdasarkan jenis kelamin dan tingkat pendapatan menunjukkan tidak terdapat perbedaan persepsi mengenai brand trust, customer satisfaction, dan brand loyalty

Item Type: Thesis (S1)
Uncontrolled Keywords: Brand Trust, Customer Satisfaction, Brand Loyalty
Subjects: Manajemen > Pemasaran
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Editor UAJY
Date Deposited: 30 Oct 2015 08:50
Last Modified: 30 Oct 2015 08:50
URI: http://e-journal.uajy.ac.id/id/eprint/8251

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